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Promoting Tap Water

> Avril 2006

For a few years now in Île-de-France, tap water has been promoted through several campaigns driven by companies that distribute tap water in Paris and surrounding areas :
— Sedif (union of Eaux d’Île-de-France) with three campaigns : November 2002 to January 2003, November 2004, and May 2005 (www.sedif.com) ;
— Eau de Paris (formerly SAGEP, Société Anonyme de Gestion des Eaux de Paris) with two campaigns at the start of 2005 and summer of 2005 (www.eaudeparis.fr).

Even if the Sedif and Eau de Paris campaigns were designed independently of one another, they have a common objective : promoting tap water’s benefits in comparison with bottled water and thus encouraging consumers to change their opinion of tap water.

Tap water quality

The first argument involves tap water quality. Since November 2002, Sedif’s “quality standard” symbol has been a baby bottle filled with water.

The objective is to “reduce the disparity between the actual quality of tap water and the public’s perception of it” (media kit). This “strong and resounding” image is clearly a response to slogans on bottled water bottles about preparing baby bottles.

This image reinforces the slogan that will repeat throughout the following campaigns : “Sedif water : the best water from home.”

Similarly, Eau de Paris launched its first general public campaign on tap water quality in the Paris region at the start of 2005.

Based on the assumption that Parisians know little about tap water—many even ask whether it is potable—Eau de Paris proposed a label that could “ be affixed to the tap.” The label explains the origin of Eau de Paris and its average mineral content. The label also states that Paris “tap water is perfectly balanced in minerals” and that it is “excellent quality and should be enjoyed without moderation !”.

This campaign would be extended in the Parisian press with the distribution of a pamphlet containing a self-affixing “Eau de Paris” label.

Labelling

The “Eau de Paris” label features a number of the city’s architectural symbols : the Eiffel Tower, Opera Garnier, Arc de Triomphe, etc. Clearly, it was difficult to represent the numerous landscapes close to the collection sites. Half of Parisian tap water “comes from sources within a 150 km radius around the capital in the regions of Sens, Provins, Fontainebleau to the south and east, and Dreux to the west. The other half is collected in Seine and Marne and made potable in Ivry, Orly and Joinville using environmentally friendly techniques” (Eau de Paris label). These sources, especially the collection sites in Seine and Marne, do not evoke images that resonate as strongly as the snowy peaks of the Alps or the craters of the Auvergne volcanoes.

Sedif also examines the concept of the label in its 2004 and 2005 campaigns. With a label that closely resembles that of commercialized bottled water—including a play on colour using mainly shades of blue and touches of green or pink—“tap water” is presented as a genuine brand. These visuals are common to both communication campaigns, even if the slogans are different.

Direct benefits of tap water

The Sedif and Eau de Paris communication campaigns highlight the direct benefits of tap water compared to those of bottled water :
— Drinking tap water is practical : “Ideal for those who live on the 5th floor of buildings without an elevator” (Sedif. 2004) ; “tap water : delivered right to your door” (Eau de Paris. 2005) ;
— It is also economical : “Up to you if you want to pay 100 times as much” (Sedif, 2004) ; “Our water isn’t cheaper ; it’s 100 times cheaper.” (Sedif, 2005) ; “Tap water : 300 times cheaper” (Eau de Paris, 2005).

Additionally, tap water is a public good : “Our water is reserved for a few privileged people—all of you” (Sedif, 2005).

An ecologically responsible action

Tap water distributors attack bottled water on a subject that is close to their hearts : the environment. By consuming tap water, French citizens and Parisians are being environmentally responsible : “Tap water : no plastic, no pollution” (Eau de Paris, 2005) ; “What’s more environmentally friendly than no packaging at all ?” (Sedif, 2004) : “recycling plastic is important ; not using any is better” (Sedif, 2005). Eau de Paris’ label indicates that water collected in Seine and Marne is made potable “using environmentally friendly techniques.”

The issue of marketing

Sedif also attacks bottled water companies on the issue of marketing : “We sell water. Not marketing.”

Sedif criticizes the “mostly unoriginal” advertising campaigns of some bigger brands that attribute mineral water “with all sorts of virtues, even the miracle of eternal youth” (Sedif 2005 media kit).

However, while these communication campaigns aim to promote tap water, they also inform the general public about the actors involved in water service.

Hence, SAGEP’s name change to Eau de Paris (with a sophisticated logo designed by an agency) is the first step in a communication campaign for the brand. The “Eau de Paris” brand is highlighted on the visuals from the two 2005 campaigns.

Similarly, Sedif’s general public campaigns “enable French citizens to identify Sedif as the public entity that oversees the quality, quantity, and safety of tap water distribution” (Sedif 2004 media kit).

Container

Eau de Paris launched an innovative project : the “Eau de Paris” carafe. Since tap water “does not benefit from a container, often a reassuring component, as easily identifiable as bottled water”, Eau de Paris teamed up with contest-winner Pierre Charpin to design a carafe. This symbolic and elegant carafe, both practical and easy to use, aims to return dignity to tap water and is on its way toward becoming “the symbolic water object in Paris.”

First offered to Parisians on World Water Day on March 22, 2005 in Paris, the carafe was an instant hit and the Eau de Paris stand located on the steps of city hall was overwhelmed all day long. The following summer, the carafe was sold in Paris Plage stores (10 €).

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