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Behind the Idea: Neau
Dutch product Neau will never disguise the origin of its water: it comes from the tap. What's behind this idea?
 Creative team: Menno Liauw and Pjotr de Jong (concept and strategy), Marcel de Vries, Franklin de Bekker (creation), Boris Nauta (project management), Nelleke van Nes (internship).  Campaign: The central medium for Neau is its "message in the bottle". We have developed a Neau tapwatercooler. Moreover we created a website, which is being updated at the moment, Neau stickers, T-shirts, banners and tap labels. Neau was present at several festivals and we have various sponsors and partners, like PricewaterhouseCoopers, Usmedia, WaterCare, Plan Nederland, Unicef, Droog Design and Kuyichi.  Idea: The Netherlands is one of the few countries where you can drink water directly from the tap. Here you do not need bottled mineral water. Therefore we started Neau, a conscientious alternative, made from 100% tap water. The concept is clear: You buy one empty Neau bottle, which you can refill over and over again with tap water. This is just as healthy and refreshing for you, but better for others. Neau is sold at bottled water prices, and all the profit goes to water projects of NGO's, like Unicef and Plan NL. The beautiful thing about Neau is that you help directly: by drinking water here, you provide water there. By pointing out the quality of our Dutch tap water, Neau makes you aware of the water problems worldwide. Neau will never disguise the origin of its water: it comes from the tap. The better you realise this, the better you understand the difference with developing countries. Thus, the stronger the message of the brand Neau.  Where: One day I was walking in the city centre of Amsterdam. It was sunny and I was thirsty. I just wanted some tap water, but I couldn't find it anywhere. I had to buy mineral water or some soda. Ridiculous! In a country like The Netherlands, you have to pay up to 2000 times the price of tap water for bottled water. And the quality of bottled water is often even less then Dutch tap water!  Satisfied: Almost every day we get enthusiastic reactions on Neau. Everybody loves it! Neau is clear, honest and it tells a beautiful message. People buy Neau because they are curious, to support the good cause, to make a fashion statement and, at the same time, show their social responsibility or just because they are thirsty! Neau is a project that keeps expanding. Many people want to participate, donate or volunteer and the possibilities for campaigns are huge. Neau facilitates all aspects of water: water shortage, water pollution, disasters caused by water, health and sport. With Neau we want people to realize that healthy clean drink water is something to be proud of. By buying Neau you do not only contribute money, you show that you care. Comment: Spread the word. Buy a Neau cooler! |
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posted by BlogFonk: Tuesday, May 03, 2005 [#]