Agency: DDB Canada

Brita – Brita Water Filters

Gold: Packaged Goods Food/Other
Gold: Best Insight



EXECUTIVE SUMMARY

Business Results Period (consecutive months): March 2006-February 2007
Start of Advertising/Communication Effort: April 10, 2006
Base 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 water. The Canadian brand team decided to focus all resources on the lesser-known and significantly underdeveloped faucet-mounted filtration system (FM) to drive the business.