• Ad Age, Wednesday, January 9, 2008 11:45 AM

Mark DiMassimo, creative director of marketing shop DiMassimo Goldstein, and Eric Yaverbaum, president of PR agency Ericho Communications, are planning to deliver 1 million used water bottles stuffed with messages to incoming Coca-Cola CEO Muhtar Kent as part of an awareness campaign they call "Tappening." The campaign aims to encourage consumption of tap water, as well as get consumers to buy reusable bottles emblazoned with messages including "Think Global. Drink Local."

So far, about 10,000 bottles have been collected, DiMassimo says, adding that because of storage issues, the bottles will be delivered piecemeal to Kent. At this point, no plans are in place to target PepsiCo or Nestle. "They're all worthy targets but Coke is the biggest, and one thing you learn is you start big," he says.

Some 39,000 stainless steel and reusable bottles imprinted with the logo "What's Tappening?" were sold within a few days of the campaign's November launch, DiMassimo says. Those 39,000 bottles, sold via the tappening.com website are intended to last one year.

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