I’m amused by, and sympathetic to the Tappening campaign.
Can an ad campaign turn bottled water into the new tobacco?
To encourage the public to drink tap water rather than bottled, an environmental group’s ads feature implausible “facts.” The bottled water industry started it, the group says.
Taking a cue from antitobacco campaigns, Tappening, a group opposed to bottled water on environmental grounds, has introduced a campaign called “Lying in Advertising,” that positions bottled water companies as spreading corporate untruths.
One poster claims “Bottled Water Causes Blindness in Puppies,” while another reads “Bottled Water: 98% Melted Ice Caps. 2% Polar Bear Tears.”
“If bottled water companies can lie, we can too,” the posters read.
The “lies” in question here are about the source of bottled water. Eric Yaverbaum, a co-founder of Tappening, charged that some beverage companies did not list the source of their water — and were using only municipal water.
[Click to continue reading Advertising – Tappening Starts a Campaign of Wry Lies Against Bottled Water – NYTimes.com]
Bottled water is multi-billion dollar business, but then so is tobacco. We would all benefit if bottled water became less of a staple of consumer culture: less environmental devastation, less plastic waste, yadda yadda.
In this campaign, Tappening plans to spend $535,000 on outdoor posters in New York, Los Angeles, Las Vegas, Chicago and Miami, along with an online component. The ads suggest viewers go to Tappening.com to find out “the truth” about bottled water, or to StartALie.com to spread an untruth.