Nov. 22, 2007 -
PRLog -- (NEW YORK) Eric Yaverbaum and Mark DiMassimo are mad. They’re mad… and they both have kids. They’re mad at what they didn’t understand about our planet until recently. They’re angry about the massive waste of fossil fuels and resulting pollution of the Earth caused by the bottled water industry. They’re mad… and they have a combined 50 years of marketing experience between them and they know what a difference they can make. They’ve been doing that for decades. Yaverbaum helped to end a baseball strike in 1985. He successfully helped to promote the passage of increased funding for stem cell research in the House in 2006 with his “Walk A Mile In My Shoes” initiative, has written four books and ran an award winning pr agency (www.erichopr.com)
for over two decades.
Meanwhile DiMassimo, featured in Yaverbaum’s best-selling “Leadership Secrets of the World’s Most Successful CEOs,” built his own NYC-based integrated brand-building agency, DIGO (www.digobrands.com)
, which is committed to a “health, wealth and the pursuit of happiness” approach of only promoting products, services, policies and ideas that might make the world a better place. The agency has helped put brands such as Crunch Fitness and JetBlue on the map, worked with a who’s who of the top brand marketers over the past decade, advised presidential candidates, and made news for everything from their innovative hiring practices to their campaigns for clients and a string of pro bono public interest causes.
Yaverbaum says, “there is no greater way that Mark and I can make a difference in the world than by combining the power of our experience in this way.” In announcing their first joint venture after a decade of working together for clients and causes, “Tappening”(
www.tappening.com ) 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” (www.garbagerevolution.com)
. Yaverbaum says, “It’s ludicrous to think that we drink 41 billion gallons of bottled water a year that in many municipalities is no safer or even better tasting.” California alone tosses out three million plastic water bottles per day! Simple math shows if we skipped buying only one million of those bottles, we’d eliminate 18.3 tons of CO2 emissions.
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 will be posted on their educational website (www.tappening.com)
. Empty water bottles with their message should be sent to “Tappening”
c/o DIGO, 220 East 23rd, Street, New York, New York 10010.
While a resolution by the U.S. Conference of Mayors has called for research into the impact of discarded bottles on municipal waste and the industry is stepping up efforts to promote recycling…that’
s not enough. DiMassimo says “that’s what the bottled water companies would like you to believe, because they can pretend to have a solution for the waste. The problem is all the fossil fuels that have to be burned to make the plastic, fill the bottles, extract, filter, and purify the water, maintain the factories and warehouses, ship the millions of bottles, keep them cool at retail, and then process the waste — all for nothing, because the stuff in the bottle is no better than the stuff that comes right out of the tap! What bottled water has is a brand, and that’s what we aim to create for tap water, which happens to be in every way a much better product.”
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Eric Yaverbaum and Mark DiMassimo are available for interview.
www.tappening.com
“Tappening”
water bottle available upon request.
Press pictures available upon request.
# # #
Joint venture of Ericho Communications (www.erichopr.com)
and DiMassimoGoldstein (DIGOBrands.com)
have launched Tappening (Tappening.com)
Website:
www.tappening.com
