The potential health and environmental impacts of plastics in bottled water are a hot debate these days – and Tappening is trying to capitalize on the opportunity. The print ads direct consumers to a viral website www.startalie.com where users can join in the fun of creating and spreading lies. This interactive user generated content has resulted in everything from “Bottled water got me pregnant. I’m a man.” To “Bottled water is full of carbs.”

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