Marketing the water you drink

Tuesday, June 16th, 2009

 

The whole plastic water bottle thing has always fascinated me.   It has fascinated me because I could never see paying outrageous prices when we have some of the finest water in the U.S.A. in my home town. It has placed as high as Bronze in the Berkely Springs International Water Tasting Festival. Yet, the plastic bottles fly off the shelf here also.

The New York Times reports thru Governing.Com of this idea to promote tap water in Venice, Italy.

But here in Venice, officials took a leaf from the advertising playbook that has helped make bottled water a multibillion-dollar global industry. They invented a lofty brand name for Venice’s tap water — Acqua Veritas — created a sleek logo and emblazoned it on stylish carafes that were distributed free to households.

Because tap water is often jokingly called “the mayor’s water” in Italy, they even enlisted regional politicians to star in tongue-in-cheek billboards. “I, too, drink the mayor’s water,” proclaims Venice’s mayor, a philosopher named Massimo Cacciari, as he pours a glass.
 
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I wish them good luck in this endeavor!
If  it works it will be stolen by many other cities around the world.

 

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