PUR water filtration is out with a new campaign that asks, “What Are You Drinking?”
Developed with agency Arnold Worldwide, the campaign’s creative contrasts everyday family moments, like cooking meals or giving a child a glass of water at bedtime, with the possibility that water may cause illness to loved ones, given the possibility of contaminants.
The digital campaign includes a batch of 15- and 6-second (the latter for retargeting) online videos appearing on YouTube that tell stories that highlight caretaker accountability. Various assets from the campaign will also be promoted with paid media on social channels as well.
The 6-second clips were broken out to target four distinct audience groups: new parents, new home owners, pet owners, and people trying to live a healthy lifestyle.