In 2007, Ericho Communications president Eric Yaverbaum and DiMassimo Goldstein creative director Mark DiMassimo created Tappening, a campaign against bottled water. The latest in its series of anti-bottled waters efforts is its "Lies in Advertising" campaign that launched last month, in which people can go to a Web site to watch, and pass along, a series of four ads about bottled water that all contain lies. Visitors can also create their own lie about the bottled water industry and pass them along. So far, organizers say, the videos have had more than 500,000 views in two weeks.
Media coverage has included The New York Times, Adweek, and Dow Jones Newswire.