The Bottled Water Debate Heats Up

Outside of political marketing, you rarely see ads where one marketer calls another one a liar.
The New York Times reports on one brand that’s opposed to bottled water and isn’t afraid to say it.

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.

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They also created Tappening.com to spread the word, as well as StartALie.com, where you can spread “untruths” about the bottled water industry. DIGO Brands in New York City is the agency that created the materials.
I wonder if this is a harbinger of more aggressive cause marketing. PETA does it to oppose fur and meat, Truth did it to counter the tobacco industry. I expect we’ll see more.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.