The objective of "Tappening" is to raise awareness about carbon emissions from bottled water manufacturers, and to engage consumers. This week, the campaign launched its "Message in the Bottle" initiative, an effort that asks consumers to collect and insert environmental messages inside empty water bottles. Organizers plan to deliver the first million bottles to Neville Isdell, the CEO of Coca Cola, the parent company of Dasani bottled water.

Lisa Manley, director of environmental communications at Coca-Cola, said the company is unaware of the Tappening initiative. "If someone were to send us one million empty bottles, we would welcome the opportunity to recycle them," she said, adding the company recently invested $60-million in what is expected to be the world's largest bottle recycling facility. Yet there are no plans to change the way it labels Dasani water.

"The label states very clearly that it is purified water," Manley said.