Cramer-Krasselt here backs a Moen faucet filter with humorous TV spots that suggest other purifying methods are archaic and time-consuming.
It's the first TV work behind the PureTouch faucet, which was introduced last year and backed through public relations, sales promotions and a limited print campaign, said Moen representative Allan Pfenninger.
The PureTouch system filters the water in the wand of the faucet, as opposed to using screw-on or below-the-sink filtering devices. The design won a number of awards in the product's inaugural year, Pfenninger said. Sales also exceeded expectations, fueled by the public's perception that tap water is less than pristine, he said.
"The growth of the demand for cleaner, fresher water has grown tremendously," Pfenninger said. "People are more interested in what they're drinking."
C-K's three TV spots, which break today on national network and cable, tout PureTouch's design by subtly mocking other methods of achieving fresher water.
Bottled water is represented in the ads by a brand called Glacier Drip, which is said to be "bottled at the source." That turns out to be a couple of guys standing under a glacier, melting an icicle with a hairdryer. Pitcher filter systems are ridiculed for being slow, as a man back from a workout waits, panting, while the water slowly drips through his filter. His dog, meanwhile, laps unfiltered water, to no apparent ill effect, from a bowl nearby.
Finally, an older woman is seen having trouble hauling a large water jug up the stairs. She drops it and it rolls down toward her unwitting husband. "Stanley?" she calls.
Moen spent $7.3 million on advertising in 1997 and $7.2 million through October of 1998, according to Competitive Media Reporting.