Take a swig from that exhaust pipe
by David Kiefaber of www.adweek.com
The compressed hydrogen-powered Honda FCX runs so clean, its exhaust
contains only water—and it's so clean, it's drinkable. To celebrate
this, Honda Australia and Leo Burnett Melbourne came up with a memorable
stunt—creating a new bottled-water brand, H2O.
As seen in the case study below, the automaker gave the water away in
movie theaters around Australia (as free samples, no less) as a way of
showing people what they're doing for the environment. There are also
plans to make the water available at Honda service stations and
dealerships.
Copy on the bottle reads: "Delicious, fresh H2O from a pristine mineral
spring, cool mountain glacier or … the exhaust pipe of the Honda FCX.
The world's first hydrogen powered car that emits only water. Water so
clean and pure, you could put it in a bottle and drink it. Now isn't
that refreshing?"
Note the use of "could." It doesn't appear that this water is actually
the byproduct of FCX. Still, a neat idea. The product is nicely
designed, too, with an effective minimalist aesthetic. I really like how
well the Honda logo works as the hydrogen symbol in H20.
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