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The idea behind Tap'dNY was born on a balmy evening in 2007 when New Yorker Craig Zucker made a remarkable discovery: Great water was available on tap in his New York City apartment.

After extensive testing and research, Craig discovered that the water was not only delicious, but sourced locally and required little energy to procure. That's not just good news for thirsty New Yorkers, but also for the environment.

The rest is bottled water history. Founded in June, 2008, Tap'dNY is a local, New York City bottled water company with an unique vision and mission. Sure, we sell water, but our passion is spreading the ideas of thinking locally, supporting NYC, honesty in marketing, and offering socially better solutions.

This is a marketing case study for the business of Tap'dNY where we explore how the idea was formed, what Zucker did to enforce the marketing message and how a little hustle can go a long way