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Brita
A Better Way to Go

RAN IN: United States

CLIENT
The Clorox Company

Heidi Dorosin - VP, Mktg.
Chris Hyder - Director, Mktg.
Drew McGowan - Sr. Group Manager, PR
Mary O'Connell - Director, Digital & PR

AGENCY
DDB San Francisco *Lead Agency

Lisa Bennett - CCO
Stacey Grier - Chief Strategic Officer
David Hattenbach - Planning Director
Rebecca Hines - Group Acct. Director
Sara Rose - Creative Director


Edelman

Elaine Canevaro - SVP


Critical Mass


SUMMARY

Beverage behemoths have invested heavily in their bottled water brands upwards of $90 million in 2010 alone. Americans drink 8.75 billion gallons of bottled water per year-thats a lot of wasted plastic bottles. While we convinced consumers that Brita Water was the responsible choice because filtered water eliminated the plastic waste, many just werent ready to give up the convenience of bottled water. We set out to convince these consumers that they didnt need to trade convenience for great taste- the new Brita Bottle is a better way to go.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, PR, Events

Audience: New Audience, Men, Women

Objectives: Other

Type: Business to Consumer

Classification: National

Language: English