Lies and damned lies
We all know that bottled water is becoming a bit of a problem.
I just don't think this campaign is the right way to tackle it.
That headline is just ridiculous. Don't you think?
The copy reads as follows:
*If bottled water companies can lie, we can too. Find out the truth at tappening.com or spread your own lie at startalie.com
I don't know about you, but I just think there has to be a better way to raise awareness of bottled water issues than this.
Anyone got any ideas?
Labels: controversy, print, water
posted by Stan Lee at 12:12 pm
6 Comments:
Sounds like a boy who cried wolf scenario. What will happen when they have something true to say.
Will they need a disclaimer on that too?!
I think the Church said something similar about masturbation...
Is that why you wear the dark glasses Zac?
The huge problem with taking this ad's creative direction is that the ad's readers have no idea what it's for.
I've read the ad three times, and all I get from it is that someone is so pissed off at water bottlers that they are willing to lie to get my attention. Okayyyy... Why?
I am strongly of the opinion that an ad should stand on its own, and convey a clear, relevant message. This ad does not.
This ad seems to be nothing more than a "teaser ad" for a couple of websites. Expecting people to be so engaged with your concept that they will rush to their nearest computer for more is a strategy born of arrogance.
And no, I'm not willing to go load the websites they give me, specifically because I feel duped. But also because I'm so vague on what this ad is about that I don't know enough to care.
Does the ad have any relevance? No. Might I be interested in the subject? Maybe. But they didn't tell me enough to make me want to dig any deeper.
Stan, I don't think people have enough information about what the advertiser wants to say/accomplish, or what they want consumers to do/remember/know to complete your assignment.
I am so desensitized to ads and articles about bottled water that I just don’t pay attention anymore because even if the ad or article speaks the truth they twist it so much it only gives one side.
Bundanoon in the Southern NSW Highlands just because the first town in Australia to ban bottled water. WHAT A LOAD OF BULLSHIT!
Don’t get me wrong, I understand the issues (oil, waste etc) and think they should be addressed but why is bottled water singled out? Why aren’t all plastic bottles singled out? The plastic bottle for soft drinks is the same yet the contents are worse and prolonged drinking contributes to all sorts of health issues! It’s just people latching onto a “cause” and not thinking outside their little world.
People will say that its because you can get it from a tap but it is a far more complex issue than that (and one in which marketers are blamed for “creating” a market but reality is that we are the ones who truly understand why people buy bottled water e.g. values, marketing mix etc – not just because of promotion).
I wrote a post on bottled water a little while ago http://theoysterproject.blogspot.com/2009/04/real-reason-you-got-sucked-in-to-buy.html
As always, excellent points, very well made Messrs Pilcher and Oyston. Thanx for your contribution.
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