Brita: How Brita took on big water

BRITA, a filtered water brand, launched a five-year campaign in collaboration with celebrities including Joanna Lumley and Dougie Pointer to take on Big Water and appeal to a new generation of UK drinkers.

Executive summary

This is the story of how we gave BRITA a simple yet audacious mission: to take on Big Water.

How planning pivoted a proposition of 30+ years to find the brand new growth and benefit from changing cultural contexts.

It explains why it's sometimes necessary to turn on an ally you once grew alongside. And how in doing so, we gave the brand attitude and edge that helped BRITA appeal to a new generation of drinkers.

It's a story fraught with unexpected chapters – five years ago we had no idea we'd be lobbying government or writing children's...

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