This case is about filter jugs. In it we will tell how we woke up the whole category due to the fact that we found a new audience for it and how to use it.

Somewhere in the noughties filter jugs were at their peak of popularity. Due to their practicality and low price, they have taken their place in almost every kitchen

But later, alternatives began to appear. They promised a higher level of water purification: water delivery services, osmosis, water bottling machines, and so on.

Step by step and methodically, they had been taking the share from the jugs for years. At the time of the brief, the category was close to critical.

It turned out that people do not trust the quality of drinking water from a jug. It seemed to them that such a small filter was not capable of sufficient water purification.

In comparison to large filters, the jugs were pygmies. Therefore, they needed a new territory in which they would be like Alain Delon.

There was a problem that helped us. People who order water delivery or buy it in large bottles always feel sorry for spending it on cooking. It is plain expensive.

By adding another criteria of "cooking water" to the consumer's choice, the jugs found their golden niche. Unlike drinking water, cooking water does not have to meet the highest quality criteria.

Filter jugs have become a great opportunity to economize for those who order expensive drinking water.

And for those who still drink tap water, we kept the message "water to drink". And generated a bunch of other situations of use for one purpose – to repeat the main messages several times.

Here's what happened.

Here are the 10sec videos:

And here are the 6sec bumpers:

As a result of the campaign, the category woke up and began to grow like bamboo on a compost pile. Barrier as the leader of the category received the biggest profit from this and occupied the leader position. Communication has had a positive impact not only on filter jugs, but also on all other products of the brand.

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