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Fresh Air by Dupé

Fresh Air by Dupé

Fresh Air by Dupé

That’s right! You don’t need to worry about bothersome pollution anymore! At long last you can buy your own personal, clean, organic air in an easy to transport jar thanks to Dupé. Other innovative lifestyle products on offer at this new chic, pop-up store in Melbourne, Australia include:

  • Good vibrations (snack sized)
  • Moonlight (bottled in February)
  • Bona Fide Well Wishing (selected from the sweetest monks at the highest intellectual planes.)
  • Eco-friendly Little Rays of Sunshine (Available in two sizes!)

Watch the video:


Fresh Air by Dupé

Dupé is actually owned by Yarra Valley Water – Melbourne’s largest water and sewerage business and is part of their Choose Tap campaign.  Choose Tap aims to promote the benefits of drinking tap water as part of healthy lifestyle and as a positive alternative to bottled water.

According to the Choose Tap Facebook page: 
More than a billion people worldwide do not have access to safe drinking water – but sometimes in Australia we take our quality tap water for granted.  We spend more than $500 million a year on bottled water, which is not only putting greater strain on the environment, it’s an expense we could easily avoid.

Fresh Air by Dupé

Yarra Valley’s Choose Tap Android & Apple App (above) helps people in Melbourne find free drinking fountains for them and their K-9 friends.

So, I think this is a great campaign that appeals to the Australian sense of humour, which delights in satire and self-deprecation. There can’t be enough of these playful and meaningful social ads for me (See also: tears of a cloud). It also follows up with practical tools to help us change our behaviour like a “drinking fountains near me” app. More people need to be reminded of how we allow ourselves to be dupéd on a daily basis by companies selling us products we’re too lazy to find for free to the serious detriment of our environment.

Is Dupé and the Choose Tap Campaign corporate social responsibility though? Or is it just an ad by one company trying to compete with other companies’ (sometimes ridiculous) bottled water products? Perhaps this approach by Yarra Valley Water makes all the difference: Play the game and save us from another preachy environment ad. I feel guilty enough already!

Bundanoon New South Wales Australia

Bundanoon, New South Wales became Australia’s first bottled water free town in 2009.

It does often feel like there’s a little light conspiracy going on between local government councils and retailers to make free drinking fountains hard to find and unappealing to use, forcing people to buy bottled water. With the notable exception of Bundanoon, who in 2009 became Australia’s first bottled water free town. Their campaign was done through good-old fashion, small town, people power that importantly didn’t forget the sustainability of the town’s businesses. Their council prioritized the installation of attractive and highly visible water bubblers and bottle refilling stations and ensured retailers could survive financially by selling premium and basic reusable bottles. It became quite the world-wide environmental hero.

You can learn more about bottled water from:
The Story of Stuff: The Story of Bottled Water
Penn & Teller: Bullsh*t!

Yarra Valley Water

Social advertising junkie, pro campaigner and gnocchi roller from Melbourne, Australia. He is managing the Campaign for Australian Aid now. Read more