Gallery: London Design Festival: WeWantTap by Provokateur


Is there a need for bottled water? On Thursday, we questioned whether Fiji’s eco-friendly efforts were really that green. And it seems that the folks at the London Design Festival were thinking about the bottled water controversy as well. At the Greengaged best practice case studies earlier this month at the London Design Festival, Joshua Blackburn presented a pro-tap water campaign developed by communication design agency, Provokateur. With a desire to bring about positive changes in consumer behavior, WeWantTap is both a campaign and product line. The campaign is simple, though the ambition is big, as Joshua explained: “We want to develop an initiative to take on the bottled water industry.”

“Bottled water has no ground to stand upon”, Joshua explained “Its expensive, it generates waste …and 80% of people we tested could not tell the difference between bottled water or tap.” Explaining that people are buying a brand, not the water itself, Joshua and the Provokateur team are “Giving tap water a facelift”. “In these richer times, sustainability is the smarter way to do things,” Joshua concluded. In addition to the marketing campaign, the company is making “Tap” labels available to place on your old bottles.


+ Provokateur

+ Greengaged


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  1. tino September 28, 2008 at 10:32 pm

    our city has one of the cleanest water in the world. sadly people still prefer bottled water.

  2. yellow eyes September 28, 2008 at 12:55 pm

    I recently purchased some stainless steel water bottles and fill them with tap water (well) that has gone through reverse osmosis filtering. Great Taste
    No BPA\’s
    No landfill additions
    No profit for bottlers

    Happy Hydrating


  3. jeanX September 28, 2008 at 11:37 am

    Tap water is not free, unless you have your own well.Even if you have your own well,
    you should have it tested from time to time.There are many things contaminating well-water,
    however it does taste good.I have never bought bottled water.

  4. NaturallyEarth September 27, 2008 at 8:33 pm

    I agree that bottled water is ridiculously overpriced. It tastes better, at least for I live, and I don’t have the $100 to get a filtered adapter for my faucet. But if you lived in Oregon with your own well like my husband’s grandparents, then you could drink from the toilet and it’d taste good. My only concern is if it doesn’t taste good I don’t drink as much as I should, anyone else with that problem?

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