Kranavatn
Source: Inspired by Iceland
Tap water turned luxury
The Kranavatn (Icelandic for ‘tap water’) campaign by Inspired by Iceland encourages tourists in Iceland to drink tap water instead of bottled water in an effort to cut down plastic use. Kranavatn introduces Icelandic tap water as a luxury, available for free from every tap in Iceland.
In essence, the campaign promotes Icelandic tap water, among the cleanest in the world, to encourage visitors to ditch disposable plastic bottles.
According to Kranavatn, 65% of European and North American travellers use more bottled water when travelling than they would at home. When asked about the reasons for this, 70% mentioned uncertainty about the quality of local tap water as a primary factor.
Kranavatn has partnered with a range of restaurants and accommodations to position Icelandic tap water as a luxury drink completely free of charge. Additionally, reusable Kranavatn branded bottles were distributed to influencers to boost the campaign on social media.
Kranavatn reduces plastic pollution in oceans by limitting the use of plastic bottles on land (14.1, 14.3)
Kranavatn encourages responsible consumption and waste reduction by promoting tap water as an alternative to bottled water (12.4, 12.5, 12.6)
Kranavatn promotes the use of and access to clean tap water as an alternative to bottled water (6.1, 6.3)
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