Key Stats
Coverage and partnerships have reached billions of people
6.5 billion single use plastic bottles we’ve helped remove
The Challenge
We all know water is the fundamental matrix of all life and, while water filtration is DEEPLY important, it’s not necessarily the most interesting conversation.
We also know we should drink more water, and we definitely know we should use less single use plastic, but we could all do with a little less guilt about it.
Our challenge was to elevate BRITA’s role in everyday life, making filtered water feel relevant, desirable and culturally meaningful for a younger audience, without alienating the brand’s existing following.
The Approach
So, we turned hydration into a feel-good moment!
Through building a community of likeminded talent and creators and developing brand partnerships and sponsorships, we pivoted the brand from the functional and every day to a fabulous lifestyle accessory: from utility to personal identity. We even enlisted A-list celebrities to help with our mission (because why the hell not, even global superstars and their fans have got to stay hydrated!)
Partnering with Joanna Lumley, we sparked a national conversation around “green guilt”. We published a children’s environmental book with Dougie Poynter and, the following year, commissioned a white paper exposing the environmental impact of bottled water marketing – recruiting James Buckley as our unexpected sustainability champion to get our message heard. This got us noticed by the LTA, resulting in BRITA becoming the first-ever non-single-use water sponsor of British tennis. Three years on, the partnership has helped eliminate nearly half a million plastic bottles from tournaments, while supporting grassroots tennis clubs and communities across the UK.
Along the way, we embedded BRITA into the sub-cultures, communities and cultural moments that aligned with the brand values, creating meaningful opportunities for BRITA to show up in wellness and lifestyle spaces in authentic ways.
Cultural brand moments were curated and carried through every channel: visual content and talent partnerships captured the attention of news desks, event sponsorships solidified the brands place in major sporting events and dialled up sustainability efforts, and playful social content punctuated feeds with lightness and joy.
And, most importantly, we ensured everything laddered up to creating feel good moments that good hydration with BRITA can facilitate.
