POSTED BY Team DIGO | June 29, 2010 10:06 am | PERMALINK
We love an articulate and informed fan… check this out from Growing a Green Family
Tappening has got to be the best flipping anti-bottled water campaign ever created. Tappening was covered at the New York Times last year but I just learned about them today at elephant.
Tappening targets bottled water companies with a simple tactic – they lie about them. One of their posters claims “Bottled Water: 98% Melted Ice Caps. 2% Polar Bear Tears” and another reads, “Bottled Water is the Primary Cause of Restless Leg Syndrome.” My favorite poster is the puppy poster though. I think it should be on an organic shirt that I could wear all the time!
Now, in case your morals are in a bunch over Tappening keep in mind that they based their idea to lie directly on the fact that water bottle companies lie continually. To read more click here.
POSTED BY Team DIGO | May 25, 2010 12:17 pm | PERMALINK
Deborah Ball Wall Street Journal May 25th, 2010.
CASCADE LOCKS, Oregon—In this idyllic town on the north slope of Mount Hood, an autopsy on three dead rainbow trout may play a role in Nestle’s SA’s efforts to reverse a deep slide in its bottled-water business.
Bottled water, which for years delivered double-digit growth for Nestlé, is under fire from environmentalists. They decry the energy used to transport it and the use of billions of plastic bottles, and oppose efforts to use new springs, citing concerns about water scarcity.
Bottlers say bottled water represents a small share of water use and is typically tapped in a sustainable way, a view backed by independent hydrologists. But the attacks hurt.
In 2007, one group launched a campaign called “Lying in Advertising” One poster read: “Bottled Water Causes Blindness in Puppies,” with a tagline reading, “If bottled-water companies can lie, we can too.” And now, a Congressional bill that would slap a 4% tax on bottled water to pay for upgrades of municipal water systems is gaining fresh attention, after a rupture in a water main left two million Boston residents without drinkable water in May. To read more click here.
POSTED BY Team DIGO | March 10, 2010 4:24 pm | PERMALINK
Daily Dog - March 10, 2010
PR Vs. Advertising? Longtime Integrated Marketing Partners Say PR Deserves More Respect and Budget — Here’s How to Get It
Whether expressing an opinion on some Fox or CNN show or offering an insightful critique of Super Bowl ads, Mark DiMassimoandEric Yaverbaum are nationally known figures—and not just in marcom circles. What sets these two apart is how they spark off each other. Longtime collaborators (12 years), they’ve worked on various projects, including Tappening a campaign dedicated to promoting the health, environmental and financial benefits of drinking tap water.
Their current effort, Read to Vote calls on members of Congress to pledge never to vote for a bill they have not read. What’s more interesting that the collaborations themselves, however, is their approach to the process. DiMassimo—an ad man—insists that PR, not advertising, should be on top in the marketing mix. An authentic collaboration yields success for everyone involved, including the client, he believes. He describes their approach this way: “We don’t launch stories. We launch into stories that already exist. What was it that Lao-Tzu said? ‘To be a leader, find a parade and get in front of it.’ There has to be a parade. That’s a PR principle Eric brings to the table.” To read more click here
POSTED BY Mark DiMassimo | September 8, 2009 2:04 pm | PERMALINK
Let me say this. I like SIGG. I think their bottles are terrific and stylish. We hope our Tappening Movement is providing them more business than competition, and we believe it is. Here, Steve Wasik, the SIGG CEO apologizes for keeping a key fact from his customers. It is a rare full apology, more typical of a cornered public servant than the leader of a commercial enterprise — and it was both necessary and appropriate. I expect SIGG will recover from this crisis. There’s a lot to learn from this about building brands — especially “green” brands — in a social world.
POSTED BY Team DIGO | August 14, 2009 3:45 pm | PERMALINK
We just got tipped to an amateur cell-phone video clip showing wild-postings for DIGO’s recent Tappening campaign called “Start A Lie“. The posters in the video were spotted in New York City.
POSTED BY Team DIGO | August 13, 2009 1:02 pm | PERMALINK
Our aim was to give the bottled water myth some good old marketplace competition, albeit in a newfangled way. Like the many other things in life that are fundamentally good things in moderation, but can grow disastrous with overuse, bottled water marketing desperately needed an effective answer. We’re proud that two years in, the Tappening movement is so much bigger than us — it is truly a social phenomenon — and that we have played a part in what is now a trend of declining bottled water sales. Who says? Here’s the latest:
POSTED BY Mark DiMassimo | August 10, 2009 8:00 am | PERMALINK
Mark DiMassimo has done, let’s face it, a lot of radio interviews. But there’s something different about this one. It’s a performance that is, in the humble opinion of the author of this post, in a word, good. Maybe even better (more…)
POSTED BY Mark DiMassimo | July 31, 2009 12:20 pm | PERMALINK
“The reality is that good agencies are a dime a dozen. But great agencies – the kind that transform the way we see, buy and experience things – are few and far between. The World-Changing Agencies described below deserve credit, because what they do each and every day moves the market and improves people’s lives for the better. Their passion and purpose, their goals and strategies, their mediums and messages, encourage each of us to step back and see the bigger picture.
World-Changing Agencies encourage people to think twice before they buy. Through their work, we can redefine ourselves:”
