Pureit: Turning a million skeptics into believers

This case study describes a Unilever campaign in Indonesia called 'Sceptic to Believer' – a promotion for a gravity based home water purifier called Pureit, which provided a cheap and reliable way for families to get drinkable water.

Pureit: Turning a million skeptics into believers

Surabhi Talwar, Krishnan Anantha, Siddharth Banerjee and Ratika Mehra

Campaign details

Brand owner: UnileverAgency: Lowe Lintas & PartnersBrand: PureitCountry: IndonesiaChannels 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 viralMedia budget: 1 – 3 million

Executive summary

Indonesia, the third largest emerging-markets country, and...

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