BRITA'S "Clear on Bottled Water"

Our focus for this campaign was on changing perceptions of BRITA from functional and outdated to relevant and engaging, whilst shouting about the brand’s inherent sustainability benefits.

In the UK, we have some of the best quality drinking water in the world, yet we’ve been brainwashed into thinking that bottled water is our best option.

We saw an opportunity for BRITA to question the role of marketing, and the ludicrousness of taking a product which is so damaging to the environment and making it desirable. 

In partnership with YouTuber and ex Inbetweener James Buckley, our campaign launched via social first videos, creator content and a radio ad.​

​Participation was at the heart of our social media community management, which poked fun at the tropes used by big water in their sponsorship of sporting events. ​

We also commissioned a whitepaper with Retail Economics which called for reform around the marketing of single use plastic bottled water. 

James was a perfect ambassador – with a strong social following and relevancy for Gen Z and Millennials, his relatability is helping a younger generation.