Transfer apart Aquafina, Evian, Mountain Valley and Fiji.
Chicago is introducing its personal emblem of water, Chicagwa, sourced from the expansive freshwater frame this is Lake Michigan, and processed in the course of the metropolis’s water remedy crops.
In different phrases, Chicago faucet water in a can.
A restricted run of Chicagwa faucet water will likely be packaged in cans that includes six colourful designs created by means of native artists, from a scorching canine in a ship to an outline of the Chicago’s ancient Water Tower, the place the ordinary branding marketing campaign was once unveiled Tuesday. The cans will likely be given away unfastened at quite a lot of occasions all the way through the town this summer season and at places together with Actual Just right Stuff, Wiener’s Circle and Manny’s delicatessen.
The speculation isn’t so far-fetched. Whilst manufacturers like Evian and Fiji are sourced from a herbal spring and an artesian aquifer, respectively, PepsiCo’s Aquafina and Coca-Cola’s Dasani are necessarily purified faucet water.
Town’s newest advertising and marketing effort highlights Chicago’s get admission to to Lake Michigan — the fourth-largest freshwater lake on the planet and an increasingly more vital asset as local weather exchange exacerbates water shortages in different areas.
Final week, Los Angeles declared a water scarcity emergency and imposed unheard of utilization restrictions amid a worsening drought.
Chicago faucets into the second-largest Nice Lake and plentiful freshwater useful resource with two of the biggest water remedy crops on the planet — the Jardine plant close to Army Pier and the Sawyer plant in South Shore. Town produces 750 million gallons of water in line with day, sells its water to 120 suburbs and distributes it throughout Chicago via 12 pumping stations, consistent with Andrea Cheng, commissioner of the Chicago Division of Water Control.
The professional bono Chicagwa marketing campaign was once evolved by means of Chicago company High quality Meats Inventive, and also will characteristic virtual billboards around the metropolis. The cans have been produced by means of Nice Central Brewing Co.
Whilst Lake Michigan is Chicago’s largest herbal useful resource and a supply of civic delight, packaging the ingesting water in an effort to marketplace the town isn’t with out its dangers.
A 2018 Tribune research discovered that just about 70% of Chicago properties that used a unfastened city-supplied trying out equipment discovered dangerous lead in their drinking water, with just about 3 in 10 trying out above 5 portions in line with billion, the utmost allowed in bottled water by means of the U.S. Meals and Drug Management.
The main explanation for the lead contamination is the getting old connections between many Chicago properties and town’s water distribution gadget. Chicago required using lead carrier strains between side road mains and houses till Congress banned the observe in 1986.
“We’re very mindful that there are considerations about lead in ingesting water,” Cheng mentioned Tuesday. “And we’re operating diligently with Town Corridor to create equitable plans that leverage new federal investment to take away the lead carrier strains that have been put in till 1986.”
Chicago has beefed up its advertising and marketing efforts this yr, hoping to rebuild its battered emblem because it seeks to get better from the pandemic.
Town, which welcomed just about 61 million guests in 2019, fell to 16 million in 2020 and was once projected to draw just below 29 million closing yr, consistent with knowledge equipped by means of Select Chicago, the town’s legit tourism arm.
Town’s symbol as against the law capital has additionally flared up all over the pandemic — relatively or unfairly — as Chicago noticed upward of 800 homicides closing yr, the deadliest overall since 1996, consistent with Chicago Police Division knowledge and different resources.
In January, the town introduced the “Chicago Not in Chicago” guerrilla marketing campaign that includes video of a pretend New York Town bus excursion highlighting the various techniques Chicago has influenced the Large Apple. The marketing campaign video excursion, which was once met with some derision, was once intended to go back and forth subsequent to London, however the deliberate sequel has but to materialize.
Whether or not the brand new Chicagwa marketing campaign holds water continues to be noticed.