Hustle and Flow

This Adweek article entitled "Hustle and Flow: Inside the Marketing Efforts to Make Tap Water Cool Again" targets Coca-Cola and Pepsi due to their claim that their tap water comes from "Alpine Springs" when it really comes from local water supplies. The article introduces the latest project by Droga5 (droga5.com) who started the 'Tap Project' for New York City which encourages restaurants to donate $1 every time a diner orders tap water instead of bottled water. The money goes to Unicef efforts to provide clean drinking water in third world countries. There is also Tappening.com which produce disposable plastic water bottles with messages that read "I bottle my own water" and "think global, drink local".

The website urges all visitors (more than 400,000) to write a message to coca cola saying "I'm switching to tap water" and place it in a plastic water bottle and will send the package to incoming Coca-cola CEO Muhtar Kent on his first day in July. The site also features 13 reasons not to drink bottled water which I will post later.