Arnold has enlisted a Chris McDonald (circa Thelma and Louise) doppelganger to tout the taste of water filtered with PUR. The new spots feature Arthur Tweedie, a self-proclaimed water critic, and his milquetoast assistant Dave. Tweedie's alternately eager and surly demeanor (the actor really goes full camp) is somewhat endearing, but the effort feels perhaps a little too wink wink nudge nudge. Still, the ads, which are the first for the brand since 2008, are quite educational. Oh, and like any self-proclaimed spokesman, Tweedie's got himself a blog.
CVS Caremark confirmed today that it has launched an agency creative review, which will include current shop Arnold.
PUR, the water-filtration device with a relatively new owner, now has a new lead creative agency. Arnold in Boston has landed the brand's creative business after a review. Annual media spending is estimated at $15 million.
PUR, the water filtration device previously owned by Procter & Gamble, is reviewing its creative business. P&G sold the brand to Helen of Troy Ltd. at the end of 2011.