The Wall Street Journal / Blogs
By Kelly Spors
If you launch a public-awareness campaign about an important environmental cause – and then generate $6 million in sales from it — are you a greedy entrepreneur or a selfless environmentalist? Or both of the above?
That’s the question Mark DiMassimo and Eric Yaverbaum are asking.
Influential Marketing Blog
By Rohit Bhargava
Here is an interesting thought for a Friday afternoon: what if tap water had a brand? When you think about it, all any kind of bottled water is doing is selling you a brand for something that is arguably no different than what you can get for free from the tap in most industrialized countries. In fact, some arguments point out that tap water can even be healthier than bottled water because of the increased regulations around its filtration from many governments. In a brilliant campaign to try and solve tap water’s “branding problem” - Eric Yaverbaum and Mark DiMassimo are taking a marketer’s approach to solving the world’s increasing love affair with overpriced resource-sucking water bottles that are simply ending up in landfills.
TreeHugger.com
By Brian Merchant
In what’s being described as a ‘wild postings’ campaign, the anti-bottled water company Tappening will fill top markets, including Washington DC, with ads that congratulate Barack Obama on becoming the next President-elect. And the ads are debuting four days before the election.
It’s a brazen publicity stunt, sure—but the most effective advertising campaigns are often exactly that. In fact, Tappening’s previous semi-controversial ad campaign suggested that the candidates both had a drinking problem–they were drinking bottled water.
Adweek
By Eleftheria Parpis
DiMassimoGoldstein ads urge consumers to rethink their bottled water purchases
NEW YORK No one likes to see good money go down the drain. A new campaign from DiMassimoGoldstein urges consumers to rethink their bottled water purchases by informing them just how much it costs not only the environment but also their wallets.
“Bottled water costs 7,000 times more than the same water that comes from a faucet,” says one ad picturing a water bottle with a label made of money.
(more…)
Amateur Economist
I rarely drink bottled water. But I don’t avoid it for any deep philosophical reasons: tap water here is good quality and much cheaper. There is however a backlash against bottled water use.
Check out Tappening.com.
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