Thursday Video: Branding tap and boiling it down
Elizabeth Kiem is the online producer for unicefusa.org.
Three years ago advertising guru David Droga of the Droga5 ad agency was approached by Esquire Magazine and given a challenge: brand the unbrandable. Droga, the story goes, was sitting at an outdoor cafe mulling this challenge when a waiter came by and filled his glass.
Eureka. He would "brand" tap water.
To do so he approached one of the best known brand-names associated with clean water. The rest is history - the UNICEF Tap Project history.
Today's video of the week showcases the 2010 UNICEF Tap Project. It shows that even as the project has grown exponentially in three years to include corporate partners like Giorgio Armani, which is funding Tap every time you buy Acqua di Gio; marketing greats like Mediavest, which is securing the spotlight for Tap across the country; and thousands of volunteers, the heart and soul of the project ... tap water still boils down to one thing - clean, safe drinking water for the hundreds of millions of children who are going without.
There are more ways than ever to get involved in support of UNICEF's water and sanitation efforts around the world, and there are more brands than ever associated with the campaign. Together, they are the UNICEF Tap Project. Enjoy.
