What's Tappening?

I'd like to meet:

Anyone with ingenious ideas to help promote tap water.

So what is Tappening all about?

Mark DiMassimo, founder of DiMassimo Goldstein, a NYC-based integrated-brand building agency, and Eric Yaverbaum, best-selling author and founder of award-winning PR agency Ericho Communications, are fed up with the massive waste of fossil fuels and resulting pollution of the Earth caused by the bottled water industry. With their combined 50 years of marketing experience, DiMassimo and Yaverbaum know what a difference they can make.

Together they have created Tappening , which will not only send a message to the American public and the bottled water industry, but it will also provide an answer with the sale of “Tappening” bottles, helping to ensure that all the water we drink is from the tap. A portion of the proceeds will go towards marketing the recently released documentary, Garbage! The Revolution Starts at Home

So how can you help?

Yaverbaum and DiMassimo are asking the public to help them send a message to the bottled water industry by sending them an empty water bottle with a note inside committing to drink only tap water and letting the bottled “tap water companies” know how you feel! The first one million empty water bottles will all be delivered to Neville Isdell, the CEO of Coca Cola., the marketer of Dasani bottled water. All the messages received will be posted on Tappening

For more information on how you can contribute to "Message In a Bottle", please contact Jenna Rosen at [email protected] or Eric Yaverbaum at [email protected].

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Tappening In the Press ( view more )

Check out PR Week's article on Tappening, available in next week's issue

Check out Ad Age's article on Tappening, available in the current issue

Check out Eric on Sirius Radio Saturday November 17th on Lime Radio (Sirius Channel 114). If you missed the first airing of Eric's interview, check it out again Sunday November 18th at 10 & 11PM. He speaks with Phil Lempert, the host of "Before You Bite" about the harm the bottled water industry is doing to our planet, and lets everyone know how they can help through Tappening and the "Message In a Botlte" campaign. If you're not already a Sirius subscriber, get a free 3 day trial here so you can hear Eric's interview.

Check out Mark and Eric Saturday, November 24th on Fox News Live at 4PM EST. They will be on discussing all the efforts behind Tappening. Check out the video here

Not only does Lower Hudson Online feature a great article about Tappening, they have an amazing interview/demonstration with Mark and Eric as well!

Don't forget to check out Lower Hudson Online's latest Tappening mention

Listen to Mark and Eric on WOR's Joey Reynolds Show They were featured on the December 8th show

Tappening is also mentioned in this Toledo Blade article about cutting down on greenhouse gases.

Marketing Mojo with Stephanie Fireman features a great interview with Eric and Mark

The inspiration behind Tappening, Garbage! The Revolution Starts At Home also urge you to read Stephanie Fireman's interview with Mark and Eric

Don't forget to check out Tappening featured on the Alternative Consumer blog

There's a great new post about Tappening on Influential Marketing Blog

A great post from Business Week's blog about tap vs bottled water, with mentions about Tappening in the comments section

Tappening mentions can also be found at Climate of Our Future , Steakholders , Hugg.com , Amateur Economist Blog , Trend Central , Greenhouse , and Jangro

For the latest Tappening mentions, check out Heather Ink , Natural Specialty Foods Memo , Yuticha , Now Public , ADCD Graffiti , M Tippett , Environmental Leader , Dispatches From the Intellgentsia , and Clean Air Gardening

New Tappening mentions at Bamboo Geek , Free Think , Water Tech Online , Pushing Envelope , Jungle 8 , Transform the Planet , Small Planet Partners , and BeThree

Check out the latest, amazing blog posts about Tappening from Lip-Sticking: Smart Marketing to Women Online , Alternet , and StarNewsOnline

New Tappening mention in the February 13th New York Times

The latest Tappening blog mentions can be found at Global Cool and Duct Tape Marketing

Check out this great article about Tappening in the March 3rd issue of AdWeek

If you're a blogger and interested in more information about Tappening or setting up an interview with Mark and Eric please contact Jenna Rosen at [email protected]

Bottled Water Industry - Time to Quit
Tap Water is Worth the Dip, Because Bottled Is a Cul de Sac.

This past Saturday night, I spent the evening at Barnes & Noble, reading, thinking and dreaming up possibilities. Of the many books I looked into, the one I brought home was “The Dip” by Seth Godin.

“The Dip” calls itself “a little book that teaches you when to quit (and when to stick).”

In short, it says that everything worth achieving is on the other side of a “dip.” Dips suck, because they’re designed to suck. The bar exam. Making it to the top of an organization. It’s so great at the top – or at least remunerative -- because so many people quit on the way up. Limited supply and great demand equals high price. That’s the way it’s designed to be.

So you don’t quit in the dip. Not if you’re heading for the right place. But the right place has to be “being the best in the world.” Not the best in the whole wide world. The best in the world for someone. If you’re in the dip on the way to getting somewhere, then lean in and keep going. Don’t quit.

On the other hand, if you’re in a cul de sac -- go nowhere, dead end, mediocre situation - quit. Quit so you can focus on something you can be best in the world at.

Bottled water companies ought to quit. We’re not going away. This isn’t a dip, it’s a cul de sac. Things aren’t going to get better around the corner. On the other hand, for those of you switching to tap, you may face a dip worth leaning into and powering through. It’s never easy to change behavior. But this change has so many advantages, waiting there for you on the other side of the dip. You’ll save money, time, trash, greenhouse gasses, climate change, the world – all by drinking the as healthy or healthier water that flows to you right where you are.

It’s worth it. And it’s happening. That’s why we call it Tappening ;-)

Mark DiMassimo

Co-Founder
Tappening
www.tappening.com