The Issue 

In the water filter category, there’s a tendency to go immediately to the benefit of clean, filtered water. But most filters are fairly similar when it comes to what they can do in that regard.

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The Idea

We looked at it from the cost spectrum. We took on bottled water, and emphasized the cost benefits of using PUR. We also found that installing a filter was something people thought was difficult. So in one of our first spots, we showed how easy it was.

 

The Results

The campaign made its point consistently and well, and we were awarded a Silver Effie for effectiveness.