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.
Witty Water Giveaways
The 'Get Tappy' Ad Campaign Promotes Toronto's Free Resources
Trend Themes
1. Anti-bottled-water - Promote tap water to reduce the usage of bottled water.
2. Humor-based-advertising - Use humor in advertising campaigns to engage the audience and shift misconceptions.
3. Brand-parody - Create a tongue-in-cheek name and branding to market a free resource or product.
Industry Implications
1. Beverage Manufacturing - Explore opportunities to create creative low-priced bottled water alternatives to contribute to the anti-bottled water movement.
2. Marketing and Advertising - Develop creative marketing strategies that use humor and parody to educate the audience about local free resources that are overlooked.
3. Municipalities - Initiate campaigns that promote local free resources, such as safe drinking water, to reduce plastic waste in their communities.