Pureit: Turning a million skeptics into believers

Surabhi Talwar, Krishnan Anantha, Siddharth Banerjee and Ratika Mehra

Campaign details

Brand owner: Unilever
Agency: Lowe Lintas & Partners
Brand: Pureit
Country: Indonesia
Channels used: Branded content, Email marketing, Events and experiential, Internet – display, Internet – general, Internet – search, Magazines – consumer, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Product and other sampling, Public relations, Radio, Sales promotion, Social media, Television, Word of mouth and viral
Media budget: 1 – 3 million

Executive summary

Indonesia, the third largest emerging-markets country, and home to 240 million people, has a severe safe-drinking-water problem. Indonesian housewives trusted the traditional methods of boiling, bottled water etc and were wary of new alternatives. At the end of 2010, Unilever launched a revolutionary water purifier which made tap water safe to drink without using gas or electricity. The Indonesian consumers seemed sceptical of the claims and hence results were not as expected in the first year.