HUb Launches Integrated Campaign for Berkshire-Hathaway’s Ecowater

HUb Strategy and Communication based in San Francisco recently launched an integrated campaign that included radio, OOH, paid social and digital for the Berkshire-Hathaway-owned company Ecowater. Ecowater designs and builds home water filtration systems. 

“There’s a lot of bad stuff in most of our tap water, and Ecowater builds home water filtration systems that can get rid of most of it. The water filtration industry stays away from the fact that most tap water in US homes is sketchy, because they don’t want to scare people or create negativity.” DJ O’Neil, CEO and Creative Director. “We suggested you could point out the bad stuff, but if you used a sense of humor, it would not feel scary or negative. So that’s what we did. The entire campaign was about pointing out the problem, and then offering a free water test to see if Ecowater could solve it.”  

The campaign consisted of headlines that makes quips about hard water and other unwanted substances in the water. In one of the radio spots a husband and wife joke about needing a helmet to shower because of the hard water. Headline-driven adds are sharp and punchy–One headline asks if you’d like our vodka cranberry with “a splash of arsenic.”