The bottled water industry has been quite busy sweet-talking consumers into disregarding the environmental impacts of their product. But in certain cities, like London and Minneapolis, their message is running up against robust campaigns to make tap water trendy.
Style is strategy across the pond, where Londoners will soon sip their city’s tap water from a “signature serving vessel” designed to rival even the prettiest packaging of bottled water, according to World Changing. Selected from a design contest as part of the city’s London on Tap campaign, the sleek carafe will be produced and sold to London restaurants, bars, and hotels as the vehicle to deliver tap water to patrons. “Though a gimmick for sure,” writes Julia Levitt for World Changing, “the contest is a smart way to bring high style and sophistication to simple tap water, which is both less expensive and less wasteful than bottled water.”
Minneapolis is also marketing its water to residents with an $180,000 campaign set to run throughout 2009. The effort is part of a “progressive citywide campaign to cut down on waste,” according to the Twin Cities Daily Planet, and will attempt to build loyalty to the tap water brand by pushing its high quality and environmental advantages.