Irreverence
Have Fun With Your Product
Irreverence as a business model can be very effective. It can help you to create a buzz. It especially works when you have a product that lends itself to innuendo.
My sister used to sell piping systems to cities and water districts. The most common application of her systems was to revitalize old sewer pipes. So, she told everyone that she sold sewers. It always caused people to ask her to elaborate.
Irreverence as a business model
North Davis Sewer District Bottles Water 
"This water originated as all-natural sewage collected through high-quality reinforced concrete sewer lines in the high mountain valleys of northern Davis and southern Weber counties.
"It was then processed using state-of-the-art screening, grit removal, sedimentation/flotation, biological oxidation, solids contact conditioning, and chlorine disinfection on the way back to you. This system is usually effective in removing up to 94 percent of biodegradable pollutants.
"Ingredients: Water, fecal matter, toilet paper, hair, lint, rancid grease, stomach acid and trace amounts of Pepto Bismol, chocolate, urine, body oils, dead skin, industrial chemicals (aluminum, copper, zinc, lead, chromium, nickel, molybdenum, selenium, silver arsenic, mercury,) ammonia, ... soil, laundry soap, bath soap, shaving cream, sweat, saliva, salt, sugar. No artificial colors or preservatives. Some variations in taste and/or color may occur due to holidays, predominant cuisine preference, infiltration/inflow, or sewer cross-connections."
For the full story, visit the Deseret Morning News. Sometimes irreverence works.
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