The City of Toronto's 'Get Tappy' ad campaign seeks to put an end to the purchase of bottled water by promoting its tap water. With nearly one billion of the Earth's population living without access to safe drinking water, it's hard to believe that many people still refuse to drink tap water because it doesn't come from a bottle. The campaign, led by Manifest Communications, clears up some misconceptions about the city's free resource, using creative designs and humor.
Toronto's tap water is being marketed as 'T.eau' -- a tongue-in-cheek name created to copy the sophisticated and stuffy bottled brands that come at a high price. "It's got a fancy French name so you can feel better about getting it free," reads one of the printed ads.
The clever 'Get Tappy' ad campaign will definitely shine some light on the matter, and clear up any preconceived notions people may have about the cleanliness of the city's water. I hope to see other municipalities take up similar campaigns in the near future.
Stats for Witty Water Giveaways
Trending: Older & Mild
Research: 1,789 clicks in 250 w
Interest: 2.4 minutes
Concept: Get Tappy Ad
Related: 51 examples / 39 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: selling bottled nyc tap water, 38 innovative ways to drink water, and 15 enhanced water discoveries.
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