PUR Water Filtration, from the Kaz division of Helen of Troy, is rolling out a new creative marketing campaign, which is the first new campaign for the brand since 2008. The new PUR creative will feature a real-life character, an eccentric, self-appointed water critic named Arthur Tweedie, who will help create awareness and educate consumers about PUR’s water filtration technology.
The goal for the new campaign is to elevate the importance of water filtration in a fun and light hearted way by incorporating humor into the conversation and introducing tongue-in-cheek “water critic” expertise into consumer culture, noted Kaz. YouTube style television spots will pin PUR against alternatives, including leading competitors. As the centerpiece 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.
“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 Inc. “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.”
The new creative campaign with Arthur Tweedie will begin television rotation today. In addition to the TV spots, PUR is rolling out social media channel initiatives for Arthur Tweedie, including Twitter and Tumblr efforts.
PUR’s new creative campaign is just the first step in a larger rebranding effort that Kaz will detail next month, the company stated, and which will include major merchandising changes.