Instead of being a sponsor, PUR became the on-climb water expert.We started with an online documentary series. Then we developed a kit for climbers, with water education and filters to stay hydrated while they train. We created an information tool in social media that spread the word and let people donate 10 liters with just a click. Instore, we stocked packs with a specially designed water bottle. We even sent our own climber, Dr. Greg Allgood, from PUR’s Children’s Safe Drinking Water Program.Then we turned the People’s Choice Awards into a Summit kickoff. We streamed footage of an African village and educated viewers about PUR’s philanthropy. And we teamed up with show host Queen Latifah to raise awareness during the show and afterward.Ultimately, we wanted to keep momentum building, so we created a truck tour to bring the climb nationwide and an exclusive full-length documentary for MTV.

Summit on the Summit changed the way Americans think about PUR. We earned over 793 million impressions in media, and cemented our role fighting the water crisis with CSDW. We went from 2,000 to 64,000 fans on Facebook. President Clinton blessed our work at Clinton Global Initiative. And our sales team experienced our highest ever sell-in rates for PUR special packs and promotions.Americans joined the fight with PUR because they believe in what we stand for; and just as the recession hit full-steam, sales volume during the promotion increased 4% vs. the prior year.