All wet.

Awhile back, I snagged my most interesting gig to date -- writing the label copy, manifesto and website copy for a totally new brand of bottled water. It was one of those product concepts that everyone thinks about doing but never actually does: Take NYC tap water (which has a reputation for being yummy and has won its fair share of taste tests), bottle it locally, and sell it on the the shelves of New York's groceries, bodegas, etc.

The result? This:



(Note: Is this a stupid idea? Maybe. But when you combine the publicity-friendly gimmickry with ridiculously low production and shipping costs, it starts to look a lot more like "stupid genius".)

Unfortunately, between signing the pre-launch non-disclosure agreement and my own inability to stay organized, I finished up the project and then completely forgot about it.

Today, though, as I was composing yet another cover letter to some anonymous Craigslister in search of a copywriter, I found myself wondering, "Hey! Whatever happened to TAP'DNY?"

Imagine my delighted surprise when I visited their lovely little website and discovered.... this.

Whee!

Seriously, TAP'D, way to go. You know you've arrived when you've been inside Regis Philbin's mouth.