UN estimates Turkey to be a water poor country in less than a decade. Yet research shows we keep wasting our water on needless chores. Rinsing dishes before putting them in the dishwashers is one them, causing 57 litres in every cycle, amounting up to millions of tons every year. 4 years ago, Finish took on the role to increase awareness on the issue amongst a public then-not-so-interested... there is huge progress after several campaigns to inform, inspire and activate: 6 million houses have stopped pre-rinsing. However 46% of the people around the globe say they will not change their daily habits to save the environment. Alongside communication that aims to convert opinions, ideas that enable saving water effortlessly are equally needed.

We redesigned the cap of the Finish Rinse Aid bottle. Once the bottle is finished the cap can be upcycled by screwing to the tip of the water tap. Then, it serves as a perlator, an apparatus that regulates the flow of the water, and saves up to 60 to 70% of water. In other words, up to 9 liters of water every minute. It is designed in accordance to the most common tap standard, called M22, estimated to be used in 90% of the Turkish homes.

Finish has taken on the role of raising awareness on water scarcity and ways to mitigate it. Over the years several campaigns -conventional and unconventional- turned them into the no 1 brand associated with the cause.

Several campaigns were realised including conventional 360 ad campaigns, collaborations with NatGeo and Disney, unconventional ambient ideas and celebrity endorsements. As a result, 6 million houses have stopped pre-rinsing and so far 25 tons of water has been saved. However 46% of the people around the globe say they will not change their daily habits to save the environment. Alongside impactful communication that aims to convert opinions, we decided that for the most reluctant to take action, ideas that enable saving water effortlessly are equally needed.

The water had to flow both ways but perlator and cap have entirely different dynamics. We knew we had to comply both and it should be able to fit every tap… So we have reduced the amount of water while increasing the water flow rate with the filter system we have integrated into the inside of the Finish Rinse aid cover. We achieved this with an m22 head design that does not affect the liquid flow of our product and fits 90% of the taps. Our users have been able to save water on the tap they use by replacing the regular tap heads with the Finish rinse aid caps. 9 liters per minute was saved from every faucet.

The soft launch of Cap The Tap with a limited batch of 200 bottles targeting the opinion leaders, influencers was realised on World Water Day, teasing the mass production in 2023.

People are not aware of the use perlators. By regulating water flow they can save millions of tons. Every year Finish celebrates World Water Day with several campaigns and activities. As a part of these efforts, the soft launch of Cap The Tap was realised, teasing the mass production to take place in 2023. With a limited batch of 200 bottles, opinion leaders and influencers were targeted who shared their experience through their social media accounts to millions of followers. As a result of the overwhelming positive response the brand decided to reschedule mass production from the middle of 2023 to January. Cap the Tap can save 35 tons of water in a single home, in one year. The penetration is estimated to be 1 million homes, preservation of water that amounts up to a medium sized lake every year, by one single effortless move.