Packaging Digest

David Bellm

Delicious New York City Tap Water -- Now in Convenient Bottles!
September 18, 2008

Tired of bottled water that supposedly streams forth from the pristine Swiss Alps? Me too! I can only stand so much purity in my water. Where’s the rich sweetness of 19th century lead plumbing? What about the crisp amber hue from rusted faucets? And what would gourmet water be without the pleasing bouquet of river bacteria?

Fortunately, someone has heard my appeal. Tap’dNY has introduced a new bottled water that they proudly tout as being 100-percent New York City tap water.

Oh sure, it’s filtered. But doesn’t that old saying apply? “You can take the water out of New York, but you can’t take the New York out of the water.”

Okay, I don’t really know if that’s an old saying … or any saying at all for that matter. But it’s worth noting. And from a branding standpoint, it probably wouldn’t make a diff either way – it’s Genuine New York. And that’s what we’re really talking about aren’t we?

For the record, Tap’dNY apparently sees their product more from an environmental standpoint. And that’s okay too. Here’s what they say on their website:

“Year after year, bottled water companies have told us that their water was somehow healthier or better for us than our own water. They spent billions of dollars on marketing to make us believe that we needed exotic water, in sleek packaging, from far away Arctic glaciers, tropical islands, and European volcanoes.

We fell for the fancy marketing gimmicks, too, and the brands we drank started to become status symbols.

But we're New Yorkers and are ready for an honest change.  It's time for a better way of thinking, er, drinking:  A Tap'dNY Manifesto for the new age.”

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Posted by David Bellm on September 18, 2008 | Comments (0)