‘Water Critic’ Arthur Tweedie Hams It Up On Social Media With Expert Water Advice
The effort for PUR water filters aims to inject some fun into a terribly boring category.
In an attempt to bring some interest and focus to the terribly boring category of water filtration, Arnold Worldwide has created Arther Tweedie, a fine, upstanding, if a bit eccentric character who likes to wear ascots and make silly animated gifs.
Arthur, you see, is the new spokesperson for PUR water filtration and, in the words of Arnold SVP Group Creative Director Craig Miller, “is unlike typical spokesmen characters in that he’s presented as a third party or outside critic of all things water, rather than a PUR employee or salesman.
Arthur is eccentric, which isn’t the norm for brand characters. But he’s lovable, he definitely knows his water and he will hopefully give people a new and fun perspective on the role PUR’s superior water filtration can play in their everyday lives.”
— PUR Advocate (@ArthurTweedie) August 20, 2014
And water review catchphrases such as this:
— PUR Advocate (@ArthurTweedie) August 19, 2014
In a series of videos, we are introduced to Arthur and informed as to how he, water critic supreme, can answer all our water-related questions:
The campaign is said to be a precursor to a broader effort that will launch next month to promote to launch a new line of products.