The Tap’d communication package makes you believe (almost)

Tap’d water is this new tapped water on bottle from New York. It’s basically water straight from the tap, poured into a wonderfully designed bottle and sold on the streets in NY. The people behind this product must be marketing geniuses. Read this statement taken from their website:

“New Yorkers are known for having great taste, and our water is no exception. It’s the stuff of legends (or at least urban legends.) In taste tests against fancy glacial, spring and exotic waters, NYC tap water wins hands down. We’re proud of the source of our water and will help all New Yorkers be proud to drink their own water. Not only will we spare the Arctic glaciers, we’ll help create local jobs and support New York businesses and infrastructure.”

On top of advertising like above Tap’d has got a manifesto that clearly communicates their point of view. Here’s a short piece from it: 

“Year after year, bottled water companies have told us that their water was somehow healthier or better for us than our own water. They spent billions of dollars on marketing to make us believe that we needed exotic water, in sleek packaging, from far away Arctic glaciers, tropical islands, and European volcanoes. We fell for the fancy marketing gimmicks, too, and the brands we drank started to become status symbols. But we’re New Yorkers and are ready for an honest change.  It’s time for a better way of thinking, er, drinking:  A Tap’dNY Manifesto for the new age.”

Well, if that isn’t a clear positioning. It’s a school example of how you pick an enemy, make sure your weapons are loaded and then give’em all you got. Well, Tap’d is not far from winning me over. But…there’s always a but…

In Sweden people have been arguing if it’s smart to drink water on the bottle since our water basically is cleaner than the stuff we get from different brands. However, here in Sweden the different brands tell us their water is tapped from 100 year old wells. It’s good for you, it makes you stronger, it’s cleaner etc etc etc. 

Why the hell do we need to go and buy a bottle of ordinary non-carbonated water that has been transported by trucks all over Sweden and Europe when the water we can drink on the toilette is probably as clean, as good and in a lot of cases tastes better. So, now it seems I’m almost agreeing on the point Tap’d is trying to make.

My standpoint: If Tap’d are bragging how they’ve tapped the water of New York. Why the hell do they need to tap it? You still need a factory, plastic bottles, warehouse, trucks to ship it (through the traffic jams of NY) and take care of the waste. Do you really care about the New Yorkers or do you care about the New Yorkers money? 

Well, your great communication platform, your packaging and advertising almost had me.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://thegirlsofflorida.blogspot.com/ Helena

    “Well, your great communication platform, your packaging and advertising almost had me.”
    Mig med! Den här designen är så jäkla schysst så jag skulle kunna köpa flaskan enbart av den anledningen. Men, budskapet, enligt mig, skriker dubbelmoral.
    Det där med att köra på “vi-är-så-snälla-mot-naturen-spåret” kräver lite mer självkritik. Men snyggt var det.

  • http://thegirlsofflorida.blogspot.com Helena

    “Well, your great communication platform, your packaging and advertising almost had me.”
    Mig med! Den här designen är så jäkla schysst så jag skulle kunna köpa flaskan enbart av den anledningen. Men, budskapet, enligt mig, skriker dubbelmoral.
    Det där med att köra på “vi-är-så-snälla-mot-naturen-spåret” kräver lite mer självkritik. Men snyggt var det.

  • Shotgun

    One can only hope they're donating their entire profit to UNICEF since this whole idea was stolen from UNICEF's Tap Project, http://www.tapproject.org/

    If not, there is a special place in hell for brands like this.

  • Shotgun

    One can only hope they're donating their entire profit to UNICEF since this whole idea was stolen from UNICEF's Tap Project, http://www.tapproject.org/

    If not, there is a special place in hell for brands like this.