Pur brand intros quirky character for new campaign


SOUTHBOROUGH, Mass. — Pur Water Filtration is rolling out a new marketing campaign, the first for the brand since 2008. Taking the lead will be an eccentric character named Arthur Tweedie, who will create awareness and educate audiences about the product's filtration technology.

The company will utilize YouTube-style television spots that pit Pur products against competitors in the category. The campaign's fictional Tweedie will serve as a catalyst, urging consumers to question the quality of their drinking water.

"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. "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 addition to the television spots, Pur is utilizing social media platforms Twitter (@ArthurTweedie) and Tumblr (ArthurTweedie.com) to help being Mr. Tweedie to consumers. Pur brand is marketed by the Kaz division of Helen of Troy Limited, a global consumer products company.

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