For over 30 years, Pure Life has provided healthy hydration for, and been trusted by, families across the country. In 2022, the brand was preparing to relaunch for its new look, and took the opportunity to refine what the brand stood for and who they stood for. What was clear was that the word family has truly evolved over the past 30 years. It’s no longer just the family you’re born into. It’s the people you choose. The people who came into your life at different moments and scored themselves on your heart. This insight is at the core of Pure Life’s Refreshing Every Moment Together campaign. Because whether the Pure Life consumer was celebrating the family they were born into, or the one they chose along their journey, Pure Life would continue to be there to provide healthy hydration.
Launching a new digital and social campaign alongside a rebrand posed challenges. We needed to drive awareness that Pure Life’s look had changed, and do that quickly and effectively through media. We also needed to share this new campaign message to drive resonance with Pure Life consumers.
Through well-strategized media placements, developing creative that spoke to different families along their consumer journey, and an incredible female-led team: Brand Manager, VP of Brand Marketing, Creative Director, Producer, Director, and Editor, the rebrand and Refreshing Every Moment Together campaign successfully came to life.
The campaign focused on a :30 anthem that also showcased Pure Life’s new look as well as a deeper dive into six different :15 and :30 vignettes featuring families of all shapes and sizes: nuclear families, friend families, fur families, and veteran families. As we developed the campaign creative, we leaned into our media data, understanding the audiences we were going to target, and the different ways they would engage with our campaign.
Even though the campaign has only been running since September of 2022, it has already greatly impacted the brand. The overall creative has resulted in +5pts in Unaided Awareness, +12pts in Aided Awareness, and +4.9% in Ad Recall across digital and social. As the Pure Life brand looks to differentiate itself from private label with a campaign, message, and new look that resonates with its consumers, this is a strong start!