Brand:
Brita
Mission:
Make water better for people and the planet
Focus:
Access to better water
Fortune 500 (2024):
#485 (Clorox)
Helping a sustainability pioneer focus and reestablish its mantle of leadership
Solving for:
Brita aimed to navigate becoming a bolder brand while addressing large municipal business opportunities and the emotional and complex issues of water justice.
Working with:
We engaged internal senior management, marketing leaders, R&D, innovation, and gov’t/municipalities team, alongside external creative and PR agencies.
Internal and external teams
Consumers’ perception of the brand to evolve closer to Brita’s perception of their brand
Resulting in:
Our work resulted in a more focused and consistent brand perception, faster response to water issues, and alignment of Brita's purpose with business goals across consumer and municipal markets.
Aligning their purpose with their business goals allowed the team to make decisions across the whole business process, from product innovation to social advocacy. The playbook is now being used by Brita’s creative AOR, new PR team and internal staff.
A purpose playbook with 9 brand strategies and 20 real-world creative concepts
We delivered:
We developed a purpose playbook to align all decisions and actions to their single, focused and building narrative: make water better for people and the planet. The wide range of strategies touched on all things water related across education, justice, business-government ties, underserved communities, issue handling and mainstream interaction.
