Asda and Clean Drinking Water

CSR Marketing Campaign – Our consumer brands team helped turn an existing P&G corporate initiative into a hugely successful shopper-facing CSR campaign. Exclusively for Asda and Walmart.


It’s not every day that we get the opportunity to truly make history delivering something meaningful that has significant impact.            That was the case with this project.

In 2014, we were approached by P&G to help them develop and execute a shopper campaign aligned to one of their key global, sustainability initiatives, the Children’s Safe Drinking Water Programme. In addition, the business wanted to truly partner with Asda to deliver it. The aim was to get clean drinking water donated to developing communities when P&G products are purchased at the supermarket.


Taking this global sustainability initiative, we created a local market shopper campaign for the UK, which ended up being used across several markets and over three years!

A multi-brand campaign which utilised the TTL campaign messaging and simple mechanic ‘1 pack = 1 day’s clean water’ across the whole of the path to purchase, it also included an ‘always on’ element where donations from selected packs were given all year round.

We created all shopper comms and aligned them to the right touchpoint, at the right time to drive awareness and action from shoppers both online and in store. This led to the campaign being heralded by Bill Clinton and family as one of the best CSR marketing campaigns produced by a commercial company in North America. Video footage available on request.