A couple of years ago it was revealed that Dasani water from the Coca-Cola company was in fact purified water from the municipal supply – ergo tap water. This led to a PR snafu in the UK where an old popular sitcom makes fun of the same idea. Dasani was quickly taken off the shelves, although it still sells elsewhere.

We propose a new take on this idea – bottled tap water called simply ‘Tap Water’. It would come in an over designed, over expensive bottle with a silly label.

Once the club kids get excited about it and after the inevitable loss of cool that follows (”It is tap water you know…”) the label would be changed to say… ‘Tap Water – It’s not tap water’ . At this point it is revealed that it’s actually pure water from an Alaskan iceberg or an Irish mountain spring.

Just as the buzz on this clever marketing concept dies down, a new phrase is added… ‘Tap Water – It’s not tap water… or is it?’ Somebody points out that there are no Alaskan icebergs left, and there are no mountains in Ireland.

Confusion reigns…. but the water keeps flowing.