Fitness gurus will tell you the best workout supplement you can put into your body is H20 (water). For this reason it's no wonder soft drink companies have made a fortune bottling this substance we get for free every day from a faucet. The creators of Tappening have introduced a sports water bottle with a bold statement to the world (the green bottle says "Think global, drink local"; the blue bottle says "What's Tappening?"), positioning its user as an eco-friendly, health-conscious consumer. Tappening is a campaign designed to encourage the public to drink only tap water, and to send a message to the bottled water industry about its extreme waste of fossil fuels and resultant pollution of the Earth. The acknowledgment of Tappening's trendiness and relevance on Good Morning America's New Year's Day show featuring "what's hot for 2008" capped a wild, whirlwind ride that began five weeks before, when the campaign was launched.


 


Tappening co-founders, Eric Yaverbaum and Mark DiMassimo, thought they had seen it all in their 25 year careers. Yaverbaum ran the 11th-ranked "best PR firm in the country to work for" for 21 years and currently runs PR agency hot shop Ericho Communications. DiMassimo founded and has run buzz and brand-building ad agency phenomenon DiMassimo Goldstein (DIGO) for over a decade.


 


The partners found themselves in a surprising position only 36 hours after their website was launched. The site, www.tappening.com, was developed to be a resource and wealth of up-to-the-minute information and facts about the damage to the environment caused by the bottled water industry. The bottles that they invested in to sell over the course of the first year to self-fund their environmental crusade sold out a little faster than originally planned.on their second day! (Thirty nine thousand of them!)


 


Yaverbaum and DiMassimo are asking the public to help them send a message to the bottled water industry by sending them an empty water bottle with a note inside committing to drink only tap water and letting the bottled "tap water companies" know how you feel. The first one million empty water bottles will all be delivered to incoming Coca Cola (marketer of Dasani bottled water) CEO, Muhter Kent, on his first day on the job this July. All the messages will be posted on the Tappening educational website.


 


Empty water bottles with their messages should be sent to "Tappening" c/o DIGO, 220 East 23rd Street, New York, New York 10010. For more information, please visit www.tappening.com.

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