As part of its £30,000 'Fill and Carry' PR campaign, YW's 20-strong comms team held Pop Idol-style auditions to find four student-types to act as its 'thirst-aiders'.
The campaign aims to encourage us to drink tap water instead of soft drinks. The Tap Idols will spend this month hitting the streets and clubs of Yorkshire handing out 100,000 branded but empty bottles.
'Utilities are generally known for being a bit dull. We aren't,' says PR manager David Simister.
'This is an industry first - no-one has tried to brand tap-water in the way we have,' adds PR adviser Craig Spence.