As part of his ongoing "Tappening" effort, Erico founder Eric Yaverbaum and ad exec Mark DiMassimo have launched Start A Lie, a simple site that lets you choose from a number of lies about bottled water and spread them through email, Facebook, Twitter or Digg.

The lies range from silly "bottled Water is made by forcing rabbits to drink until their spleens burst," to slightly plausible if you're scanning your Facebook feed page too quickly "Bottled water cures the common cold, but spreads herpes."

Tappening is not a non profit, though Yaverbaum and DiMassimo pledge to pump all funds earned through merch sales back in to the ad and PR campaign. The budget is $535,000 according to MediaPost.

The two put out parallel "Obama Has a Drinking Problem," "McCain Has a Drinking Problem" ads out last year.