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Beverage Marketing News Fax
P&G's Thirst For Water PUR And Simple By Richard Davis (Adds details, byline, to previous story) CINCINNATI, Ohio--(BEVERAGE MARKETING)--Thursday, May 19, 2005Making ordinary tap water taste like a pure mountain spring water high in the snow covered French Alps, might sound contradictory, but The Procter & Gamble Company has done just that, by tapping into a special source of natural minerals, for their new first ever 3-Stage water filter. Normal tap water sent through the new PUR® 3-stage filter experiences an entire new standard of excellence in filtration. This new super filtration technology cleans sediment from the water (stage 1), removes and reduces 31 potentially harmful contaminants (stage 2), and filters the water over a natural bed of minerals (stage 3) for a crisp, refreshing bottled water taste. Water quality and taste are big issues for today's health minded consumers who pump out more municipal tap water through at home water filters than from all the bottled water natural sources combined. If you feel you should belong to the designer bottled-water crowd, there are now blow-molders selling empty PET bottles with designer 'imaginary' labels and sports caps to fill your own water at home, so you can stock up your new Kenmore or Whirlpool refrigerator which also dispenses PUR filtered drinking water and ice. Sort of your own micro bottling works and ice plant. P&G says the new 3-stage filters will turn ordinary tap water into a good tasting bottled water. One way of demonstrating this unique property is to do the cut lime test, open a bottled of your favorite imported bottled water (preferably French), and pour it into a glass add a slice of lime, do the same with the PUR, now see if you can tell the difference. "With so many families concerned with the quality of their drinking water today, PUR launched this new technology in water filtration to provide clean, healthy, great tasting water for consumers in their homes," said Clark Reinhard, Associate Marketing Director for PUR. PUR products offer you 1. clean, 2. healthy, 3. great-tasting water at 1/10th of the cost of bottled water. The high cost of bottle water is the number 1 reason why most savvy consumers turn to filtered water, second is not having to lug home all those cases of the heavy stuff. A recent Gallup study showed two out of every three consumers have concerns about the quality of their tap water. The activated carbon in the filter can help remove 99.99% of the microbial cysts CRYPTOSPORIDIUM and GIARDIA. In addition the PUR® 3-stage filter leaves beneficial fluoride in the water. "The clean crisp, refreshing taste, is a patent pending proprietary design," said P&G Health Sciences Institute's director; Dr. Ashoke Mitra, Ph.D,For more information about PUR® water filters, please visit: http://www.purwater.com or call 1-800-PUR-LINE (787-5463).NOTE TO EDITORS: In the name PUR there should be a macron over the U. This symbol may not appear properly in some systems.CONTACT: DHA Michael Orzali, 513/984-1200 x 16 orzali@dhadv.comhttp://www.dhadv.com-or-P&G Health Sciences InstituteAshoke Mitra, Ph.D., 513/622-2793 mitra.ak@pg.comhttp://www.pg.com
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