FOR IMMEDIATE RELEASE                                    Contact:  Fern Marcya Edison
                                                                                    Ericho Communications
                                                                                    845-679-6319 or 845-389-8000

Tappening’s Newest Advertising Campaign Taps Into
Today’s Big Issues:  Economics and the new President

Confident of an Obama victory after he stopped drinking bottled water, congratulatory wild postings going up and online prior to election

(New York NY; October 30, 2008)  ‘Tappening’ (www.tappening.com) -- the  national campaign to promote tap water -- (which Adweek has called “a form of business philanthropy…founded to right a perceived wrong”) is once again demonstrating its commitment and continuing to use its profits to support the cause, with another timely and provocative advertising campaign being announced today. Following the viral success of their previous campaign, they’re hoping for more of the same!  This $225,000   campaign will include outdoor ‘wild postings’ in the five top markets and also include Washington DC. Additionally there will be media bought in over 110 community newspapers across the country.  Ads begin running in early November. This campaign series is the last in the year-long two million dollar advertising campaign.

Economy-related Iconic Tappening ads will say:

•  “Start Your Own Economic Bailout:  Stop Spending Money on Bottled Water”
• “The Government’s Not Bailing You Out:  Bail on the Bottle.  Turn to Tap”
•  “You can drink 1,000,000 glasses of tap water and it would still cost less than a  single bottled water.”

In congratulating Obama -- who gave up bottled water -- Tappening ads proudly say:

• “Congratulations on winning the election and switching to tap water, President-elect Obama”
•  “President-elect Obama, you stopped drinking bottled water.  Then you won the election.  Coincidence?”

All seven ads from this new campaign can be viewed and downloaded by clicking on this link:

http://www.erichopr.com/releases/tappening.htm

Just under one year ago (November ‘07) marketing veterans Eric Yaverbaum, president of Ericho Communications and Mark DiMassimo, founding partner of DiMassimo- Goldstein/DIGO, created Tappening -- a campaign and website designed to educate the public about the massive and unnecessary waste of money, fossil fuels and resultant stress on the environment caused by the bottled water industry, and to encourage people to drink tap water whenever possible.

Tappening’s highly chronicled and trafficked website (almost 5 ½ million page views to date; over 300,000 reusable BPA-free bottles sold from the site) features thousands of articles on the bottled water versus tap water debate, as well as a National Tap Water Quality Database. “We believed we could use our advertising and public relations abilities to un-sell bottled water hype,” DiMassimo explains. “What bottled water has is a brand, and that’s what we aimed to create for tap water.” 

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About Tappening:  Tappening (www.tappening.com) -- founded by  Mark DiMassimo and Eric Yaverbaum -- is an educational campaign designed to encourage the public to drink only tap water, and to send a message to the bottled water industry about its unnecessary and extreme waste of fossil fuels and resultant pollution of the Earth. 

About DiMassimo Goldstein:  More than an advertising agency, DiMassimo Goldstein (DIGO) is a marketing strategy and communications partner focused on promoting “health, wealth and the pursuit of happiness.” Brand building at this thriving independent includes strategy, research, design, innovation, advertising, direct, digital, buzz, brand advocacy and social marketing. DIGO clients have included blue chip and entrepreneurial marketers such as Crunch, Citibank, Mastercard, Suntrust, Barclays Capital, Pfizer, Gateway, Vitamin Water, Joseph Abboud, Comcast, The Plaza Hotel, Memorial Sloan Kettering Cancer Center, GoSmile, Juice Energy, ESPN and The American Red Cross, Dr. Mehmet Oz's HealthCorp and Rare Conservation, among others.  For more information, visit www.digobrands.com. 

About Ericho Communications:  Founded in 2007 by bestselling author, Eric Yaverbaum, Ericho Communications is a full-service public relations firm “where green meets the latest that technology has to offer.”   Ericho’s projects range from the  recent launch of the first-ever video text messaging company and a new peer-to-peer video-sharing website, to Tappening and work with Tibet. Yaverbaum is the former president of Jericho Communications, where he managed a ‘who’s who’ of brand names for 21 years, including IKEA Home Furnishings, Domino’s Pizza, Subway Sandwiches and Salads, Progressive Insurance, TCBY, Sony, H&M, Bell Atlantic, American Express, and many more. Yaverbaum is also the author of four books, including “PR for Dummies,” which is required reading in marketing classes at 57 U.S. universities.  His fourth book, “The Everything Leadership Book,” will be published in May.  Ericho Communications has offices in New York City, White Plains and will be opening an office in Tampa, FL this summer. For more information, visit www.erichopr.com

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Yaverbaum and DiMassimo are available for interview.
Copies of the ads are available upon request.