How Clorox Used Earned Media to Revive Brita

An event report from ad:tech San Francisco, focusing on a presentation from FMCG firm Clorox, owner of the Brita water filter brand.

How Clorox Used Earned Media to Revive Brita

Geoffrey PrecourtWarc

Even the world's most powerful marketers would be hard-pressed to find the funds for a sustained brand-endorsement programs from the likes of U2, Dave Matthews Band, Lady Antebellum, Justin Timberlake, and the Black Eyed Peas.

Step into the ecosystem of earned media, however, and the rules – and costs – of engagement change. An example comes from Clorox's Brita Water Filters.

By 2007, the Brita brand was all but dead, a product that had run its full life cycle, Drew McGowan, Clorox Senior Director for entertainment marketing, told the...

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