Agency: DDB Canada |
Brita – Brita Water Filters
Gold: Packaged Goods Food/OtherGold: Best Insight
EXECUTIVE SUMMARY
Business Results Period (consecutive months): March 2006-February 2007Start of Advertising/Communication Effort: April 10, 2006Base Period for Comparison: March 2005 to February 2006
In 2006, Brita, well-known for its pitcher water filtration system was at a standstill. After explosive growth in the 1990s the brand had started to decline in 2001 due to the growing popularity of bottled water and the rise of in-line water filtration systems. In addition, we were dealing with a target that was largely satisfied with tap...