Kaz To Unveil Bold New Creative Marketing Campaign For PUR Water Filtration

The new creative, the first for PUR since 2008, will introduce an original water critic character named Arthur Tweedie

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Aug 18, 2014, 11:46 ET

SOUTHBOROUGH, Mass., Aug. 18, 2014 /PRNewswire/ -- PUR Water Filtration, from the Kaz division of Helen of Troy Limited (NASDAQ, NM: HELE), is proud to announce the rollout of a bold new creative marketing campaign, which is the first new campaign for the brand since 2008. The new PUR creative will also trailblaze for the category as the first to feature a real-life character – an eccentric, self-appointed water critic named Arthur Tweedie who will help create awareness and educate audiences about PUR's superior filtration technology.

PUR's new water critic, Arthur Tweedie (PRNewsFoto/PUR)

PUR Water Filtration Systems (PRNewsFoto/PUR)

The goal for the new campaign is to elevate the importance of water filtration in a fun and light-hearted way by incorporating humor into the conversation and introducing tongue-in-cheek "water critic" expertise into consumer culture. These YouTube^® style television spots will pin PUR against alternatives, including leading competitors. As the centerpiece of the digital and TV advertisements, Arthur Tweedie will act as a catalyst to help consumers question the quality of their drinking water and educate them that tap water may contain various contaminants such as lead, heavy metals, microbial cysts and by-products from chlorine.¹

"We wanted to make a bold statement about PUR as a category leader and expert in the removal of drinking water contaminants," said Brian Carboni, Marketing Director at Kaz Inc. "We think our new creative will grab people's attention and educate them, through the lens of comedy, about the benefits of superior water filtration."

In December 2013, Arnold Worldwide was named as the agency of record for full service advertising responsibilities for the PUR brand. Kaz challenged Arnold Worldwide, the Boston-based creators of other popular brand characters, with the mission of developing a PUR campaign that would shake up the water filtration category.

"Arthur is unlike typical spokesmen characters in that he's presented as a third party or outside critic of all things water, rather than a PUR employee or salesman," said Craig Miller, SVP/Group Creative Director and campaign lead at Arnold. "He's eccentric, which isn't the norm for brand characters. But he's lovable, he definitely knows his water and he will hopefully give people a new and fun perspective on the role PUR's superior water filtration can play in their everyday lives."

PUR's new creative campaign is just the first step in a larger rebranding effort that will be announced next month, which will include major changes at shelf. However, what will remain the same is PUR's commitment to making faucet mounts, pitchers and a dispenser with superior filtration technology. PUR faucet mounts reduce 10 times more contaminants than the leading pitcher filter.

The new creative campaign with Arthur Tweedie will begin television rotation today. In addition to the TV spots, PUR is rolling out social media channels for Arthur Tweedie: Twitter (@ArthurTweedie), Tumblr (ArthurTweedie.com).

For more information about PUR water filtration, visit PURwater.com and Facebook.com/PUR.

About PUR:
Marketed by the Kaz division of Helen of Troy Limited (NASDAQ, NM: HELE), PUR is a leading brand in the at home water filtration category for faucet water filters, water pitchers and dispensers, replacement filters, and refrigerator filters. PUR was the first leading brand to claim reduction of trace levels of pharmaceuticals identified in U.S. tap water. PUR products reduce up to 61 contaminants to provide clean drinking water at a reasonable cost of only $0.01 for an 8-oz glass, while leaving behind essential fluoride which is important for developing and maintaining healthy teeth in children and adults.

About Helen of Troy Limited:
Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including: Housewares: OXO®, OXO Good Grips®, OXO Soft Works®, OXO Tot® and OXO Steel®; Personal Care: Revlon®, Vidal Sassoon®, Dr. Scholl's®, Pro Beauty Tools®, Sure®, Pert Plus®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Karina®, Ogilvie® and Gold 'N Hot®; and Healthcare/Home Environment: Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Duracraft®, Stinger® and SoftHeat®. The Company recently acquired Healthy Directions, a U.S. market leader in premium doctor-branded vitamins, minerals and supplements, as well as other health products sold directly to consumers. The Revlon® trademark is used under license from Revlon. The Vidal Sassoon®, Vicks®, Braun® and Febreze® trademarks are used under license from The Procter & Gamble Company. The Dr. Scholl's® trademark is used under license from Merck. The Honeywell® trademark is used under license from Honeywell. The Bed Head® trademark is used under license from Unilever.
For more information, please visit www.hotus.com.

About Kaz:
Based in Southborough, Massachusetts, Kaz, a wholly-owned subsidiary of Helen of Troy, is a world leader in providing health care and home environment consumer solutions. Product categories include vaporizers, humidifiers, digital, infrared and non-invasive thermometers, blood pressure monitors, hot/cold health care therapy, air purifiers, seasonal humidifiers, heaters, fans, and dehumidifiers, and lawn and garden products. Kaz products are sold in the United States and throughout the world.

Video - http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/241050_Arthur_Tweedie_Hspot_Home_Tasting_8_18_14.mp4
Video - http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/241050_Arthur_Tweedie_Hspot_Office_Faucet_8_18_14.mp4
Video - http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/241050_Arthur_Tweedie_Hspot_Promo_8_18_14.mp4
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SOURCE PUR