Water filter company Pur is taking its mission of clean drinking water to a new level by asking families 'What are you drinking?' in a new campaign by Arnold Worldwide.
Over the past several years, Pur has been bringing the issue of possible tap water contaminants to the forefront, with the goal of providing consumers with the education and tools (like the website knowyourwater.com) they need to make informed decisions about their water.
While contaminants are not in all users’ water, they often appear as a result of either water treatment limitations or from traveling through miles of aging underground pipes. And while awareness of the issue has increased, many still believe that it’s not their problem unless they live in a place like Flint, Michigan, where the water is still at unhealthy levels of contaminants.
Through the new campaign Pur and creative agency Arnold are looking to combat the “it’s not my problem” mentality with a series of films designed to reinforce the relevance of tap water quality in your life, and in the lives of those you care for. The films bring the problem into people’s homes by exploring it through familiar life moments – from trying to cook healthy meals for your family to giving a child a glass of water at bedtime.
Three 15-second online videos tell stories that highlight our accountability as caretakers, in terms of ensuring the water quality we provide to our loved ones. In one, a little girl asks her father, "Dad, can you get me some traveled-through-miles-and-miles-of-aging-pipes-to-get-to-our-house-but-we-drink-it-anyway-because-it-looks-fine water?" In another, a father asks his daughter to get him a glass of "might-have-a-trace-of-contaminants-like-lead-or-pesticides-or-who-knows-what-else-in-it-but-it's-not-like-we're-going-to-check water?"
The campaign marks a shift for Pur from an education-centered approach toward a more disruptive, emotionally-led marketing effort. The videos are intended to call attention to the possibility of contaminants in the water you give to those you care most about – your family. The campaign’s ultimate goal is to compel action and drive purchase, emphasizing the importance of selecting and using Pur faucet water filtration systems.
A set of six-second videos will continue that push. These videos will be served up to new parents, new pet owners, those who have recently moved and those who are interested in healthy cooking.