DIARY: Yorkshire Water taps into an opportune moment

As the US version of Pop Idol nears its climax, and PRWeek's features pages this week note Coca-Cola's brand power, Diary brings news of a potential threat to the popularity of both pop show and drink: Yorkshire tap water promoted by, erm, the Tap Idols.

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.

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