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Thames Water Utilities Ltd - London on Tap

The P&G Responsible Marketing & Innovation Award - Example of Excellence winner 2009

Thames Water has demonstrated leadership by being the first utility to address the unfashionable image of tap water and promote it as a sustainable and environmental choice.

Processes

To make 'tap water' aspirational, the campaign was centered on a competition to design an iconic water carafe.

The campaign encouraged media, environmental partners and the mayor of London to engage in shared advocacy around the message of choice and sustainability. As a result, the campaign promoted behavior change by empowering to make a sustainable choice.

Impact

Generated positive media coverage with over 176 hits in the media - nationally and internationally

Encouraged 3000 restaurant outlets to freely offer customers tap without prejudice

Increased public trust in London's water quality with over 68% customers pledging to 'tap into water'

London on Tap is now being replicated across the country and throughout Europe

Visit Thames Water Utilities website