Diet Tap Water
In order to raise its profile, Yorkshire Water launched a 2004 campaign heralding its new "diet tap water." The fictitious H2O had allegedly helped a customer lose 21 pounds, and would soon be available in faucets across England. The British morning show, "GMTV," played along and devoted 45 minutes to the story. Yorkshire Water received 10,000 phone calls from eager viewers wanting to lose weight.