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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Advertising for Green Businesses and Community Development

Tappening -- BEYOND Recycling with Localization Campaign

Tap water gets attention from the "Tappening" public awareness campaign.

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California water conservation with tap water

Advertising for Tap Water

Backlashes are a tool of marketers as much as a natural phenomenon in the marketplace. They point out disconnects between innovations and realities such as public awareness strategies. Bottled water and drinks is the latest convenience product to face the bright lights of a campaign for business change.

Advertising idea-power is being applied to green strategies. Ad Age reports that CocaCola is being targeted with an awareness campaign called "Tappening". Incoming Coca-Cola CEO Muhtar Kent will be receiving quite the welcoming gift come July '08.

Anti-Bottled Water Initiative

Tappening is the most recent in a string of anti-bottled water initiatives. Several city governments, including San Francisco and New York, have begun encouraging residents to drink tap water.

"This is a public-education initiative dressed up as a brand to change the context in which Coke does business in." The campaign aims to encourage consumption of tap water, as well as get consumers to buy reusable bottles emblazoned with messages including "Think Global. Drink Local."

DiMassimo, head of this public awareness campaign, plans to deliver 1 million recycled bottles to Coke, whom he said has agreed to recycle the bottles -- "but recycling also uses fossil fuels and burns energy and is wasteful, when you don't need to recycle."

Tappening is also exploring ways to help restaurants and delis make tap water profitable and is looking at several proposals for "non-disgusting" water fountains, Mr. DiMassimo said.

Read the full story: adage.com



Edited by Carolyn Allen, owner/editor of California Green Solutions
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