A Bold Step Back to the Future: P&G Steps Up to Put Name on Water Purification Packets and a New Video to Celebrate

I’m thrilled to tell you that P&G has decided to put the name of the company on the water purification packets that are the basis for the P&G Children’s Safe Drinking Water (CSDW) Program.   While this change represents a big vote of confidence by P&G for the CSDW Program, the new packaging has been designed to retain a familiar look to the old packaging.   As you can see below, the “PUR Purifier of Water” packets will change to “P&G Purifier of Water” and we’ve updated and improved the look of the packaging while still keeping it familiar.

We’ll make this transition over 6-12 months in most places, largely dependent on the registrations that will be needed with governments and the need to use up existing product inventories. Importantly, in countries where the packets are well-recognized, P&G will work with our partners to create an educational effort to ensure that people understand the change. 

Also today, consumer products company Helen of Troy Ltd is announcing their intent to purchase the PUR Water Filtration business from P&G. The for-profit, US-based, PUR Water Filtration business has been separate from the not-for-profit global P&G CSDW Program since 2004. Despite the long years of separation, since we both used the “PUR” name, it’s been a source of confusion for many people who thought we might be providing PUR water pitchers or filters in the developing world. Like any large company, P&G decides to invest or acquire brands from time to time based on their strategic fit and scalability with our other businesses. So P&G leadership decided to sell the PUR Water Filtration business but specifically decided to keep the water packet technology that is the basis for the P&G CSDW Program because it is so integral to who we are as a company.

I’m extremely grateful to P&G leadership for this decision to not only keep the P&G CSDW Program but to put the name of our company on the water purification packets. When it comes down to it, it was a pretty simple decision because P&G’s purpose is to improve lives. Nothing demonstrates that better than the P&G CSDW Program and so, while it’s a bit corny, the water purification packets are little packets of P&G’s purpose!

I view this as a historical moment in P&G’s history and clearly in the history of P&G CSDW. P&G has a historian, Ed Rider, and soon after recommending this name change, I sat down with Ed to refresh myself on our history in using the P&G name. In the last 60 years, P&G has been known by most people through our brands like Tide, Pampers, Pantene, and Crest, and not by the name of our company. But, it wasn’t always the case. P&G is almost 175 years old and in the early years was known by our company name and not by brands. For example, in 1904 P&G introduced “P&G Naphtha Soap”, which became the largest selling laundry soap in the United States in the 1920’s. This was long before the introduction of Tide, our leading laundry detergent. 

So, it’s a bit of back to the future in naming the packets “P&G”. This renewed focus on P&G is also consistent with our more recent sponsorship of the Olympics and our “Proud Sponsor of Moms” campaign. 

P&G leadership has made a bold statement of their support of the CSDW Program. I look forward to working with our partners to make sure the transition is done well.

To help celebrate our name change, we’re launching a new video today to summarize P&G’s participation in the Clinton Global Initiative (CGI).  We’re grateful to our many partners who agreed to be included in this video that captures the excitement behind our CSDW efforts and our goal to save one life every hour in the developing world.  Check it out (LINK).