The new TVC compares the purity of a relationship bet-ween lovers with the quality of its water. The spot ends with the tagline '100% simplicity comes from 100% trust'.
"We want to use the TVC to connect with the life attitudes of consumers," said Julie Lin, client services director, Saatchi & Saatchi Taiwan.
"We want to use the TVC to connect with the life attitudes of consumers," said Julie Lin, client services director, Saatchi & Saatchi Taiwan.
The production contrasts with Pure Water's previous TVC, which targeted an older audience with a portrayal of stressed office life.
The Tai-Shan bottle has also been redesigned with younger targets in mind, losing its rippled effect in favour of a cleaner, simpler style. In common with its rivals, TaiShan has been forced to re-evaluate its target market after petrol stations started giving away free bottled water. Rival Morewater has pitched for an even younger crowd with its latest ads trying to persuade teenagers to start drinking water every day.
