Most people believe that all water filters are created equal, but that's not the case. Prior to our involvement, ZeroWater focused entirely on using a wine filtration demonstration to visualize the product's superiority to Brita. While successful, the concept had run its course.
Our challenge was to create a new demonstration that clearly communicated the product's superiority but did so in a way that also built brand affinity. Our strategy centered on a narrative that was both relatable and thought-provoking.
To evaluate effectiveness, we produced three demos in-house and used AdLab testing to assess customer responses to message delivery and brand perception. We analyzed the results and produced content that performed best across all metrics, as well as for motivating the highest purchase intent. In the marketplace, ZeroWater has surpassed PUR as the number two brand and is available at nearly every major retailer, including Walmart, Target, Bed, Bath & Beyond and The Home Depot.
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ROLES
Creative Direction
Creative Strategy
Copywriting
Art Direction
Presentation