Unilever · 2019
THE GAP
The first Pureit campaign had done its job.
It challenged the habit of boiling water and established Pureit as a brand built on real understanding of Vietnam’s water reality.
Pureit Ultima was the next step — a premium UV-powered RO purifier.
But the RO market was crowded, and consumer thinking had narrowed to one question:
How many filters does it have?
THE INSIGHT
More filters don’t automatically mean purer water.
Yet the category had trained people to believe exactly that.
The real problem wasn’t technology.
It was the questions people were asking.
THE MOVE
Change the starting point.
If purchase decisions begin with the wrong question, the answer will never matter.
THE IDEA
Ask the Right Questions.
A campaign that reframed how people evaluate water purifiers — moving away from filter count towards what actually ensures safety and purity.
The films walked consumers through the right questions to ask — about performance, protection, and outcomes.
On ground, the sales teams carried the same thinking to retail — turning the point of sale into a point of education.
Pureit Ultima didn’t argue numbers.
It changed judgement.
THE OUTCOME
The narrative shifted.
• Reframed consumer evaluation of RO purifiers
• Differentiated Pureit Ultima in a feature-obsessed category
• Strengthened Pureit’s positioning as a thinking-led, problem-solving brand
Pureit didn’t compete on claims.
It competed on clarity.
The ‘Ask the Right Questions’ Campaign
Unilever · 2019
THE GAP
The first Pureit campaign had done its job.
It challenged the habit of boiling water and established Pureit as a brand built on real understanding of Vietnam’s water reality.
Pureit Ultima was the next step — a premium UV-powered RO purifier.
But the RO market was crowded, and consumer thinking had narrowed to one question:
How many filters does it have?
THE INSIGHT
More filters don’t automatically mean purer water.
Yet the category had trained people to believe exactly that.
The real problem wasn’t technology.
It was the questions people were asking.
THE MOVE
Change the starting point.
If purchase decisions begin with the wrong question, the answer will never matter.
THE IDEA
Ask the Right Questions.
A campaign that reframed how people evaluate water purifiers — moving away from filter count towards what actually ensures safety and purity.
The films walked consumers through the right questions to ask — about performance, protection, and outcomes.
On ground, the sales teams carried the same thinking to retail — turning the point of sale into a point of education.
Pureit Ultima didn’t argue numbers.
It changed judgement.
THE OUTCOME
The narrative shifted.
• Reframed consumer evaluation of RO purifiers
• Differentiated Pureit Ultima in a feature-obsessed category
• Strengthened Pureit’s positioning as a thinking-led, problem-solving brand
Pureit didn’t compete on claims.
It competed on clarity.
