2007: Droga5 and UNICEF launch ‘The Tap Project’ in NYC

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.


Today’s marketing moment was chosen by David Droga, founder and creative chairman at Droga5. Below, find out why Droga5’s ‘The Tap Project’ campaign for UNICEF, which was started in 2007, is one of his favorite marketing moments.

UNICEF challenged Droga5 to raise awareness of World Water Day and the global need for clean drinking water, while increasing donations to their water programs.

Droga5's vision was to turn a free, ubiquitous product into a global brand. On World Water Day, Droga5 and UNICEF branded tap water in every New York City restaurant, sold it for a dollar, and directed 100% of the proceeds back to UNICEF.

Restaurant owners, celebrities, politicians and everyday New Yorkers came out in force to pay to drink their city’s Tap water. UNICEF declared The Tap Project as its most successful single initiative in the organization’s 56-year history.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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