Stephanie Fierman Lies For Tappening
Wednesday July 29th 2009, 7:01 pm
Filed under: ad agency,advertising,blogs,branding,environmentalism,Internet,Twitter,web 2.0

Well, my Tappening idols – Mark DiMassimo and Eric Yaverbaum – are back with a new campaign that got a big write-up in The New York Times yesterday.  Boo-yah!

As you may know, Tappening is a grass-roots effort DiMassimo and Yaverbaum started together as a laboratory for a social world marketing experiment focused on the negatives associated with bottled water (which – outside of convenience – turns out to be pretty much everything about bottled water).  I first interviewed them nearly two years ago about the initiative and covered their first ad campaign back in March of this year.  To date, Tappening has sold about $5 million worth of re-usable BPA-free plastic and stainless steel bottles, much of which is plowed back into the effort.

The team’s second campaign turns up the heat.  “Lying in Advertising” includes several treatments featuring such claims as “Bottled water causes blindness in puppies” and “Bottled water is the primary cause of Restless Leg Syndrome.” If you cannot see the posters below, click HERE and check out the bottom of the page.

restless-leg.jpg   polar-bears.jpg   puppies.jpg   add2.jpg

The new campaign has a dedicated website at www.startalie.com from which you can easily “spread” your lie about bottled water via email, Digg, Twitter and Facebook (a nice touch).  My first contribution was “Ben Bernanke says that bottled water caused the global recession.”

Hey, it could happen…


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