Develop a brand strategy around water filters that communicates the benefits of using water filters, reminds consumers about changing their filters frequently and provide consumers an easy guide to identify which filter they needed.
Emphasis on brand messaging of 'Drink with Confidence. Remember to change your water filter every 6 months' and product benefits tied around 'Good for you and your family. Good for your wallet. Good for the environment.' were consistently featured on all marketing collateral to appeal to the emotional connection with consumers.
The campaign was also supported with a retailer branded direct mail campaign, a sales associate incentive program and a consumer promotion. Retailers welcomed the in-store displays and POP material, and as a result, witnessed a significant lift in water filter sales.