PureIt Water Day Campaign

Derick Lees

Campaign Details

Brand owner: Unilever
Agency: Mindshare
Brand: PureIt
Country: Bangladesh
Industry: Home improvement
Channels: Content marketing, Events experiential, Internet - display, Internet - general, Magazines - consumer, Newspapers, Online video, Public relations, Social media, Television
Budget: Up to 500k

Executive Summary

32 million people in Bangladesh do not have access to safe drinking water. Every year, on an average 100K children are dying due to waterborne diseases. Facts like these is often not known or ignored by the general people, and therefore, the importance of safe drinking water is often underestimated.

Pureit is Unilever Bangladesh Ltd.'s water purifier brand which promises to ensure safer than boiled water in every household. Waterfilter as a category has comparatively a small number of advertisers in the market. In 2016, Pureit wanted to associate itself with World Water Day and it was the ideal time to convey to people, the importance of safe drinking water. Instead of bombarding people with Pureit advertisements, the idea was to build the importance of safe drinking water by exposing alarming facts of harmful water source and water related diseases, which would ultimately boost sales.