The idea, “your water should be PUR,” was built

on the fact that people don’t realize what’s in their water. Just because water looks and tastes fine doesn’t mean it’s free of contaminants. Due to aging infrastructure in America, contaminants enter the water supply before it arrives at a water treatment center and importantly after it leaves when the journey continues to homes, schools, and beyond.

No one was talking about this journey and making it easy for consumers to find their own water quality results. We believed data visualization would educate, empower, and motivate consumers to act.

Every single municipality in America is required to publish the results of regular water quality tests. These dense and complicated reports often go unread but shouldn’t. So we took this data and created an immersive and informative experience via knowyourwater.com.

Through a simple design and user experience, people learn the journey water takes and the contaminants that can enter their water supply. All of the water report data was linked to consumer home data, and users simply entered their address for the data to become a personal experience.

Data was gathered over a three-month period, organized and analyzed, and transferred into a consistent format. The Clean Water Act mandates the information be made public, however it does not require it to be presented in a consistent format.

These reports provide the basic water quality information for municipalities, however our team linked this to zip code data and create a database of water treatment facilities located all over the country.

By connecting all of this data to provide local level information, combined with an immersive digital experience, we empowered consumers to learn what’s in their water. PUR powers this site, but is intentionally lightly branded.

In the first six weeks of the campaign, The Water Bar campaign generated over 19 million social impressions and 1 million video views of our TV Video. In this short time 56,000 people visited knowyourwater.com and on average they spent 2 minutes 13 seconds immersed in the site, more than double what was projected.

And in three short months since the website and associated campaign launched, PUR’s business is growing rapidly. PUR’s sales increased by 3.4% and Brita’s sales fell by 2.8%. Additionally PUR category dollar share increased 5.6% while Brita’s share decreased 7.1%.