After the phenomenal success of Deep RiverRock in the market with ‘Water You Wear’ the Ogilvy team needed to evolve Deep RiverRock’s positioning but remain differentiated in the market. The more recent ‘Purer than You’ creative work was developed to communicate Deep RiverRock’s absolute purity without losing any of its connection with its consumers. Purity has the potential to be boring so the challenge was to retain Deep RiverRock’s attitude and personality. The resulting creative idea was ‘Pure Not Pious’.
