2021 Bronze Best Sustainability Campaign

Agency: Aspect Film & Video

Client: Brita UK

Campaign Name: The Feel Good Filter

Campaign Overview

Surprisingly, 'eco-friendly' consumers over-index on single-use plastic due to the perceived health benefits and taste of bottled water.

How could they be converted to make a positive change and drink filtered water instead?

Strategy

Encouraging people away from bottled water and back to tap has huge environmental benefits - reducing the carbon impact of bottled water and the amount of plastic sent to landfill. But for some people concerns about taste, temperature and quality are a barrier.

Filtering water offers people choice, encourages positive behaviour change, and costs less.

The goal was to use emotive storytelling to reinforce the Brita brand, shifting consumers' perception from functional to more emotional territory.

This brought the opportunity of growing the business by stealing share from the bottled water category.

Creativity

The creative approach revolved around the premise of making a simple change for good, recreating the feeling you get from a simple habit adjustment that has a positive impact for you, your family and the world around you.

The campaign encapsulated the new positioning - ‘The feel good filter’ - and sought to elicit a feeling of quiet satisfaction, personal pride and achievement.

This internal feeling was expressed by aligning it to a heart-warming story that echoed and reflected the feel-good factor in an observational, natural and informal way. The narrative told the story of Ellie, a nine-year-old girl taking the lead and inspiring her family to make small changes that can have a big difference - starting with bottled water.

A TV ad, plus outputs including short-form video, creative variants and stills, was produced. Consistent creative assets were used to bring The feel good filter to life across touchpoints including a homepage, eCRM emails to the company's database of over 200,000 subscribers, in retail stores with POS displays, and on social media channels in paid and organic posts.

Results

The campaign is considered to be Brita's most successful of recent years with a volume response of 253 and campaign-wide ROI of 1.12. These values are 27% higher than campaign averages of the last 2.5 years.

The AV delivery for the campaign included 267 GRPs and over 5m VOD impressions. A paid social campaign reached an audience of 6.8m.

The ROI for the paid social campaign was 88% higher than campaign averages over the past two years, at 2.62.

The AV component of the campaign had a strong impact specifically on Jug and System sales, indicating new users were entering the category.

The social campaign positively impacted Cartridge sales, suggesting existing users were impacted by the content.

The Team

BRITA UK - Rebecca Widdowson, Marketing Director - Lucy Wakelin, Senior Brand Manager - Emily Nicholson, Senior Brand Manager - Louise Abbott, Insights Manager

Aspect Film & Video - Evelyn Timson, Executive Producer - Adam Etheridge, TVC Director - Nick Wilding, DOP - Elle Dimond, Producer - Steve Watson, Editor

Claire Bender, Make-up artist

Lou Foley, Art Direction

Contributors

Iris London and Mindshare