Throwback Thursday: Anglian Water.

The 2000s.

Here at Cogent, we get up to all sorts. We’ve been about since 1936, that’s 83 years, and over the decades we’ve done a lot, seen a lot and learnt a lot. We’ve worked with clients from just up the road, to the other side of the world. We’ve created memories, stories and moments. We’ve worked towards change, created movements and rallied pride.

Yet, in today’s fast-moving industry, it’s so easy to get caught up in the here and now, or obsessed with predictions for the future. So, it’s times like these we like to sit back, and throw it back.

Welcome to Cogent’s #ThrowbackThursday, where we reflect on some of the great advertising we’ve done over the eras.


Picture the scene. It’s the noughties, new social media platforms ‘Facebook’, ‘Twitter’ and ‘Youtube’ have hit the web, an up-and-coming technology company has launched the ‘iPod’, and Athens is hosting the Olympics.

Cogent partnered with Anglian Water to launch their range of water softener filters to enable customers to protect their appliances from limescale. Softening naturally hard water can only be achieved on an individual household basis, so creating awareness around this new product was vital to ensuring customers could benefit from a softer water supply.


Copy: Softer water. Now on tap.

Eliminate limescale with a water softener. Now available from

To find out more about our home-related work, explore our Moving Minds hub and download our new whitepaper here.