As Far As I Can Tell

All around Kalamazoo are billboards for Outhouse Springs bottled water. The ad campaign is saturating the town and has been getting on my nerves for a while. The metaphor taken on by the ads is that their bottled waster is urine. The slogan “#1, not #2” and other not so witty statements really started confusing me. Could this seriously be considered a good idea by some ad exec? In the already saturated market of bottled water did they really expect this approach to appeal to anyone outside of middle school?

As others and I started to expect, the ad campaign is fake. There is no product, and there never was. It’s a stunt paid for by Adams Outdoor Advertising to promote the effectiveness of billboard advertising. I guess it worked, but I’d be happier if they’d at least remove the sign visible from my apartment window.

Even weirder, I guess that they started making an actual product with the name.