Canny marketing agency Provokateur (who work for the likes of Greenpeace and Great Ormond Street Hospital) have come up with an interesting concept and campaign website (We Want Tap), that challenges our views on bottled water and the association of sophistication and snobbery with this most essential of resources. Ever since Perrier water rose to fame in the 1980’s, ‘mineral water’ has been seen as the preffered drinking material of the middle and upper classes and there have been countless brands offering varying degrees of luxury water. With an increased sense of consumer responsibility however, comes a change in attitude towards this lavish and unecessary habit of the Western world, and that is exactly where ‘Tap‘ comes in…….
Bottled water, in countries where tap water is perfectly safe, has had it’s time. Consumers are increasingly more concerned about the environment and change in the developing world. Bottling water leaves a massive carbon footprint, can damage economies and the environment of developing nations and creates unbelievable amounts of unrecycled waste internationally. Not to mention the fact that it is expensive, oh, and did we say… unecessary?
Tap water in the UK is so safe and clean that Coca Cola use it for their ‘Drench’ bottled water, Provokateur have cottoned onto this and developed the ‘Tap‘ campaign which offers a cheeky brand identity for your very own supply of free, sustainable, clean and carbon footprint free water! A do-it-yourself bottled water pack is available for £4 and whether this is slightly against the ethos of a campaign for ditching bottled water or not, it’s certainly fun and not to mention nicely designed, so much so that they made the front cover of Design Week.
The ‘Tap‘ website offers some fun features, such as a downloadable taste-test which you can use to quizz your posh friends who simply ‘must’ have the latest luxury water brand. Coming soon are reusable water bottles which could be the perfect gift for those friends or family that are consumed with brands and luxury but want to do their bit to help the world.
Want to know more about this brilliant campaign, then head straight over to the ‘We Want Tap‘ website for much more detail on their concept, values and promises. And do yourself and the rest of the world a favour, and ditch the ‘mineral water’, if we can do it then so can you!
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