Same water. Different filter.
I’m confused.
As a marketer, differentiating your brand is always the most important thing. Yet, I’m seeing two great brands with great brand managers taking a different path…
Water filters.
I know the bottle water backlash is at an all time high, but is jumping on that bandwagon blindly a good idea?
[Flashback to b-school when we studied how hard Brita and Pur worked to differentiate two functionally extremely similar products…]
Brita used to mean fresh taste
PUR used to mean clean water
Now, they both mean responsible water…
Photo credit: Coloibus.com
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeanne lives in NYC. 
I believe Brita’s advertising and marketing went the anti-bottled water direction long before Pur’s. Brita teamed with Nalgene for its Filter For Good Campaign quite a while ago.
Now, Brita has gone farther in the direction of environmental responsibility by teaming with Preserve to take back and recycled used pitcher filters.
http://www.takebackthefilter.org/2008/11/brita-and-preserve-announce-filter.html
I would love for Pur to follow in Brita’s recycling footsteps as well!