P&G's Pur Flavor Options: A Marketing 50 Case Study

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Photo: Tony Pettinato
Environmental concerns were a factor, but flavor also helped seal the deal for Procter & Gamble Co.'s Pur, which rode ahead of a wave favoring water-filtration systems in the past year.

The 2007 launch of Pur Flavor Options helped build the brand's share of water-filtration devices by more than six points, to 35.1% in the second quarter of 2008 from 28.7% in the second quarter 2007. Pur's share of water filters rose one point to 25.7%, according to Information Resources Inc.

A green backlash against water in plastic bottles certainly helped all players, says Bruce Lux, 43, brand manager for Pur, who led the launch of Flavor Options, which lets consumers add fruit flavors to their tap water.

Mr. Lux lists digital and public-relations efforts among key drivers of Pur's success. An online campaign from WPP Group's Bridge Worldwide, Cincinnati, included a website with a game that's kept visitors engaged for an average of eight minutes.
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