Tappening pushes product to curb bottled-water craze

Bottled water will always have its various uses, but when the average consumer typically is not far away from a source of clean, free tap water, the production and disposal of it can become wasteful.

Bottled water will always have its various uses, but when the average consumer typically is not far away from a source of clean, free tap water, the production and disposal of it can become wasteful.

Ericho Communications president Eric Yaverbaum and DiMassimo Goldstein creative director Mark DiMassimo created Tappening, a bottle for consumers to reuse instead of buying bottled water.

The team wanted to build interest and buzz around the launch of the product by tapping into the current move toward being green.

Strategy
The effort sought to create a viral campaign by attracting consumers to its Web site, http://www.tappening.com/, and through outreach to traditional media and online environmental bloggers. On the site, visitors can view and forward a documentary on landfills, send messages to the bottled water industry, and post their own videos about bottled water.

The team also mailed bottles to celebrities in order to leverage their cachet to build interest and buzz.

Tactics
Ericho conducted extensive media outreach to various outlets, including CNBC, Fox News, BusinessWeek, AdAge, and radio talk shows around the country.

Tappening also hosts a documentary called Garbage! on its Web site, as well as on other various social networking sites. The company also plans to dump 1 million empty water bottles in front of Coca-Cola's headquarters, but that might change depending on discussions between Tappening and Coca-Cola environmentalists.

Results
The Web site has garnered more than 2.2 million page views so far, and the company sold out of its original stock of 39,000 in the first 36 hours. It has expanded its initial two models of bottles to five, with orders for the stainless steel model on a four-month backlog.

Future
Tappening will continue its campaign to curb consumer purchases of bottled water.

PR team: Ericho Communications (White Plains, NY) and DiMassimo Goldstein (New York)

Campaign: Tappening

Duration: November 2007-ongoing

Budget: $150,000

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