Its summertime in Washington, DC, and although it has been a comparatively mild summer, it is still hot and humid enough to make you want to jump in the pool, or have a tall glass of crisp, cold water.
How about the latest in boutique bottled water, B’eau Pal?
Unlike other high end aqua refreshment, it’s source is not some glacial mountain in the Alps, or natural spring in the Adirondacks. No, this water comes straight to us from India.
Bhopal, India, to be exact. Site of the world’s largest industrial accident.
The launch of this campaign coincides with the 25th anniversary of the accident, which has killed 20,000, and continues to kill at least one person a day.
The campaign features a beautiful red label and even includes a nutrition label, which indicates the drink has:
- 0 calories
- 0 grams of fat
- 22 mg of sodium
- 400% Dichlormethane
- 200,000% Carbon Tetrachloride
- 250% Chloroform
The campaign is clever, but not designed for mass distribution. Rather, the Yes Men had hoped to present the bottles to Dow Chemical executives earlier this month. However, word got out, and protesters found the Dow building completely empty. Had there been some kind of confrontation, perhaps there would have been more press, and consequently more awareness.
Unfortunately, all that’s left is a pretty bottle of poisoned water.
While I like the idea for the campaign, I can’t help feel like it is just there to make US feel better. Sure its witty. If the Dow folks had been there, we could really smirk. And hopefully the coverage would have raised some awareness and possible generated some funds.
But was there really hope that the campaign would change Dow’s mind about taking responsibility?
I’d like to know how the campaign measures success in this case? What’s the return on investment here?