900 million people worldwide don’t have the luxury of clean drinking water. We needed to get this message to the public in a fresh, new way that they wouldn’t tune out.
We took branding tap water a step further by branding and bottling the most famous celebrity faucet water in the world.
Donations made to UNICEF put donors in the running to win The Ultimate Deluxe Platinum Celebrity Tap Pack [Limited Edition], which included bottles of real tap water from the real famous kitchen sinks of the stars. While the cause was serious, the tone of the campaign was fun and entertaining. A wide variety of celebrities were selected for the campaign to wholly appeal to the masses. Grammy-winning superstar, Rihanna. Teen idol, Selena Gomez. Grammy-winning country sweetheart, Taylor Swift. Hollywood heart-throb, Adrian Grenier, Oscar-winning comedian, Robin Williams, and five-time NBA all-star, Dwight Howard. There was a famous tap water for every non-famous person's taste.
By putting a value on a celebrity's tap water, we recognized just how lucky we are to have clean water, and that all water is created equal.