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The Journey of Water

The Journey of Water

Natasha Smith

Natasha Smith

August 6, 2018

From collection and purification to the running tap, get to know the water you drink.

"Arnold decided to use provocative, relatable, emotionally-led life moments..."

Fred Saldanha, Executive Creative Director at Arnold, talks about how the water that runs through the intricate piping system affects our health.

 

What do you believe is something people in the United States don’t know about the tap water they drink?

Americans drink approximately 3.9 trillion gallons of water each month. Unfortunately, the water we drink can travel through miles of aging pipes and decaying infrastructure before it reaches our homes. And while our water may look and smell clean, it’s during this journey that water may pick up unwanted contaminants that may be potentially harmful to our health, such as lead, pesticides, and industrial pollutants.

What steps is PUR taking to change that and educate people about the water they drink from faucets?

PUR has been running the “Water should be PUR” campaign for the last two years, which is designed to educate consumers on the journey of their water and the different contaminants that could be in it. Campaign tactics drove consumers to KnowYourWater.com, where users could enter their home address and find out what contaminants may be in their water, based on EPA data and local water reports. The new “What are you drinking?” campaign pushes that work even further with more emotionally-led communications.

For more than 30 years, PUR has been on a mission to provide consumers with superior filtration products they can trust to remove lead and other potentially harmful contaminants. The PUR Advanced Faucet Filtration System is certified to reduce more than 70 contaminants, including 99% of lead. And the expanded family of lead-reducing products, including faucet filtration systems and pitchers gives consumers even more ways to enjoy cleaner, better-tasting water.

How does this “What are you drinking?” campaign by Arnold, help raise awareness about the need for filtered water?

While PUR knows contaminants are not in all users’ water, their research has indicated that awareness of water quality issues has increased. However, many people still believe “It’s not my problem” unless they live in a place like Flint, Michigan, where it’s top of mind. Because of this, many may not fully consider that contaminants may be getting into their water as a result of water treatment limitations or water traveling through miles of aging underground pipes. Arnold decided to use provocative, relatable, emotionally-led life moments to bring potential contaminant issues to the forefront and reinforce the relevance of tap water quality in people’s lives and in the lives of those they care for.

"Their approach is to educate and encourage consumers to enjoy cleaner water in a positive way."

What’s the main idea behind this campaign?

The main idea is to combat the “It’s not my problem” mentality with a series of films designed to powerfully reinforce the relevance of tap water quality in people’s lives and in the lives of those they care for.

Why did your team decide to use a little levity in this campaign?

While the possibility of contaminants in tap water is a serious concern, neither PUR nor Arnold is looking to use scare tactics to get people to consider water filtration. Their approach is to educate and encourage consumers to enjoy cleaner water in a positive way.

What do the client, and the creative team, hope to accomplish with these spots?

PUR and Arnold hope these spots continue to raise awareness. While contaminants are not in all users’ water, water can potentially pick up lead, pesticides, and industrial pollutants on its journey through miles of decaying infrastructure—even if it looks and smells clean when it comes out of the tap. But beyond just awareness, the client and agency hope this campaign can decrease consumer apathy around water filtration and motivate consumers to purchase superior filtration products from PUR.

Who is the target audience?

The target audience is those who are concerned about their families and their tap water quality but who, despite their worry and their awareness of PUR’s faucet mount system, have not actively considered or purchased this superior filtration product. The 15-second ads will be more broadly targeted to this full audience, and the 6-second ads will be served to those who have seen the 15-second spots, as well as those who have shown interest or fall into segments related to a certain life moment. That could be a new parent, a pet owner, those who have recently moved, and those trying to live a healthy lifestyle. All of these segments involve life moments in which cleaner water is important for all the lives you care for, but in which cleaner water may be overlooked.

What’s been the reaction so far?

It is still early in the campaign to understand the impact, but the initial reaction from the press and consumers has been positive. PUR is running a brand lift study through YouTube that will help them understand how this campaign is shifting awareness and perception of the PUR brand.

Any next steps for this campaign?

Arnold hopes to use learnings from this campaign to inspire future work for PUR in order to continue to supercharge sales of their superior filtration products and to continue to grow PUR’s share of the category.

"Arnold decided to use provocative, relatable, emotionally-led life moments..."

Fred Saldanha, Executive Creative Director at Arnold, talks about how the water that runs through the intricate piping system affects our health.

 

What do you believe is something people in the United States don’t know about the tap water they drink?

Americans drink approximately 3.9 trillion gallons of water each month. Unfortunately, the water we drink can travel through miles of aging pipes and decaying infrastructure before it reaches our homes. And while our water may look and smell clean, it’s during this journey that water may pick up unwanted contaminants that may be potentially harmful to our health, such as lead, pesticides, and industrial pollutants.

What steps is PUR taking to change that and educate people about the water they drink from faucets?

PUR has been running the “Water should be PUR” campaign for the last two years, which is designed to educate consumers on the journey of their water and the different contaminants that could be in it. Campaign tactics drove consumers to KnowYourWater.com, where users could enter their home address and find out what contaminants may be in their water, based on EPA data and local water reports. The new “What are you drinking?” campaign pushes that work even further with more emotionally-led communications.

For more than 30 years, PUR has been on a mission to provide consumers with superior filtration products they can trust to remove lead and other potentially harmful contaminants. The PUR Advanced Faucet Filtration System is certified to reduce more than 70 contaminants, including 99% of lead. And the expanded family of lead-reducing products, including faucet filtration systems and pitchers gives consumers even more ways to enjoy cleaner, better-tasting water.

How does this “What are you drinking?” campaign by Arnold, help raise awareness about the need for filtered water?

While PUR knows contaminants are not in all users’ water, their research has indicated that awareness of water quality issues has increased. However, many people still believe “It’s not my problem” unless they live in a place like Flint, Michigan, where it’s top of mind. Because of this, many may not fully consider that contaminants may be getting into their water as a result of water treatment limitations or water traveling through miles of aging underground pipes. Arnold decided to use provocative, relatable, emotionally-led life moments to bring potential contaminant issues to the forefront and reinforce the relevance of tap water quality in people’s lives and in the lives of those they care for.

"Their approach is to educate and encourage consumers to enjoy cleaner water in a positive way."

What’s the main idea behind this campaign?

The main idea is to combat the “It’s not my problem” mentality with a series of films designed to powerfully reinforce the relevance of tap water quality in people’s lives and in the lives of those they care for.

Why did your team decide to use a little levity in this campaign?

While the possibility of contaminants in tap water is a serious concern, neither PUR nor Arnold is looking to use scare tactics to get people to consider water filtration. Their approach is to educate and encourage consumers to enjoy cleaner water in a positive way.

What do the client, and the creative team, hope to accomplish with these spots?

PUR and Arnold hope these spots continue to raise awareness. While contaminants are not in all users’ water, water can potentially pick up lead, pesticides, and industrial pollutants on its journey through miles of decaying infrastructure—even if it looks and smells clean when it comes out of the tap. But beyond just awareness, the client and agency hope this campaign can decrease consumer apathy around water filtration and motivate consumers to purchase superior filtration products from PUR.

Who is the target audience?

The target audience is those who are concerned about their families and their tap water quality but who, despite their worry and their awareness of PUR’s faucet mount system, have not actively considered or purchased this superior filtration product. The 15-second ads will be more broadly targeted to this full audience, and the 6-second ads will be served to those who have seen the 15-second spots, as well as those who have shown interest or fall into segments related to a certain life moment. That could be a new parent, a pet owner, those who have recently moved, and those trying to live a healthy lifestyle. All of these segments involve life moments in which cleaner water is important for all the lives you care for, but in which cleaner water may be overlooked.

What’s been the reaction so far?

It is still early in the campaign to understand the impact, but the initial reaction from the press and consumers has been positive. PUR is running a brand lift study through YouTube that will help them understand how this campaign is shifting awareness and perception of the PUR brand.

Any next steps for this campaign?

Arnold hopes to use learnings from this campaign to inspire future work for PUR in order to continue to supercharge sales of their superior filtration products and to continue to grow PUR’s share of the category.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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