I'm sure I've said before, but if not I'll say it again. The best ideas are really simple but they need to engage.
Another Bloody Water, is the best example I seen in quite a while. To me water's water and I can't be the only one. This Australian company have the same point of view.
They're hitting the niche that's ironic as well as the one that doesn't care which water they drink. Now they can make a great anti-statement.