The goal for the new campaign is to highlight the importance of water filtration in a fun and lighthearted way by incorporating humour into the conversation, and introducing tongue-in-cheek ‘water critic’ expertise into consumer culture.
As the centrepiece of the digital and TV advertisements, Arthur Tweedie will act as a catalyst to help consumers question the quality of their drinking water and educate them that tap water may contain various contaminants such as lead, heavy metals, microbial cysts and byproducts from chlorine.
“We wanted to make a bold statement about Pur as a category leader and expert in the removal of drinking water contaminants,” said Brian Carboni, marketing director at Kaz. “We think our new creative will grab people’s attention and educate them, through the lens of comedy, about the benefits of superior water filtration.”
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