The best ad for tap water I have seen...In the NYT today there is a really interesting article on water in Venice (Italy not CA).
In short the article talks about how there is a local push to change Italian consumption habits from bottled mineral water to tap water.
From my perspective it is very interesting that they have taken a specific insight and built a brand image around it. Rather that focusing on a traditional taste cue, or a contemporary "green" cue they have focused on the simple dissonance that challenges bottled water... why pay for something that you can almost get for free out of the tap.
Aqua Veritas... True Water. Love it!
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