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The bottled water industry has its skeptics. While there are some folks who, for some reason, refuse to drink tap water under any conditions, most people acknowledge that it’s pretty much the same thing. But now it’s literally the same thing.

Tap’d NY is a new brand of bottled water where the contents are nothing more than New York City tap water! They don’t even hide it, in fact, it’s part of their brand ethos:

Tap’dNY is a bottled water for the new age: an honest and local alternative for all New Yorkers. We purify and bottle New York City’s famous tap water, leaving out the malarkey and far journey included in other bottled waters.

And when it’s done, you can refill the bottle. You know, the same way you can do with every other bottled brand. I’m all for favouring local brands, but this is rather absurd. I’ll stick to my 5 Boroughs Ice Cream, thanks.

I can barely form a thought on how bizarre this is. The bottled water industry has come full circle — encouraging us to buy bottled, only to refill it with tap. Why not just skip the buying part altogether.

By the way, the water purity standards for municipal tap water are actually more stringent than those for bottled water, so you’re better off drinking tap anyway!

spotted on Gothamist »

// a tale of New York, brands & branding, design: packaging
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