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...