No matter how simple, compelling and logical the message, a dose of humour and ingenuity can really help to make it stick. We’ve been selling the benefits of choosing tap water over bottled water since launching aquaBUBBLER, often working with other interested organisations that share similar goals.
Yarra Valley Water’s Choose Tap Programme is a great example of raising awareness and consumption of tap water through sponsorship, education and community involvement. Travelling to schools, sports and community events with mobile ‘Choose Tap’ drinking fountains and water bottle refill stations, banners, mascots and information resources, this campaign does a great deal to keep the ‘Choose Tap’ message front of mind.
However, marketers of bottled water direct a great deal of skill, and many millions of dollars into positioning their products as being desirable and imparting fashion and status to their consumers, and it can sometimes be perceived that putting out the common-sense message of appropriate hydration – a fundamental human function just like breathing or taking in the sunshine – is maybe a little austere or wowser-ish in comparison.
And this is where the spark of genius lies in Yarra Valley Water’s latest ‘Choose Tap’ campaign. Rather than just pushing the sensible, fiscally and environmentally prudent line, it actively de-constructs bottled water marketing and turns it on its head. The campaign, with a YouTube video and associated parody website, uses a simple analogy to show the buyer of bottled water to be a ‘dupe’, conned into paying many hundreds of times the price they might pay for quality water from the tap.
It’s fun and, in my opinion, really cuts through. Being sensible and responsible by choosing tap is, of course, an excellent thing; but being seen as a hapless dupe for buying ridiculously over-priced and over-packaged bottled water will resonate with an entirely different audience.
Kudos, Yarra Valley Water, from the team at aquaBUBBLER.