The campaign theme developed was Earn Your Thirst. But unlike the typical promotion, we set out to make this one so difficult to participate in, it would deter only the most committed (while entertaining the rest). In this case, OOH offered a free bottle of Pump water for anyone who could achieve the next-to-impossible: cut out a car-sized coupon on top of a building. In short, we were going to make people earn their thirst.

Over 900 magazine coupon responses have so far been received, many of them in handmade envelopes with artistic additions and messages. This level of effort has far exceeded the original expectation of a few possible entries. Even more impressive was the willingness of consumers to pay postage of up to $3.60 for a free bottle of Pump whereas a bottle retails in supermarkets for $2.30. Early brand-tracking results show increased equity scores in ‘a brand for me’ and ‘a brand worth paying for’.