Brita - Filter for good

Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high ground.

Brita – Filter For Good

DDB West, San Francisco

SUMMARY

This is a story of how Brita changed water culture in America.

When bottled water became both a health and quasi fashion trend, Brita's sales dried up. The problem was not just one of perception though – Brita was a product for the home, and didn't have the portability people needed.

The answers did not come from the “normal” planning process because changing culture means going beyond what people can tell you. Instead what the agencies involved did was combine an interesting product truth that with the cultural trend of...

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