Strategic Issue

How to reduce plastic bottle consumption? Build awareness with a new demographic while establishing Brita as a sustainably-driven brand.

Integration

• Developed a campaign that leveraged the music industry and Brita’s sustainability initiatives to reduce bottled water waste through an interactive presence at concert tours.

Activation

• “Brita Bars” provided concert attendees with free filtered water in compostable cups.
• Onsite signage encouraged attendees to text for product coupons and to take a pledge to reduce bottled water waste.
• Social media and public relations kept consumers aware of Brita’s efforts on the tour.



Results

• Partnered Brita with U2 to reach over 1 million concert attendees, highlighting Brita’s environmental efforts and great-tasting filtered water, while providing U2 with a strong and highly visible sustainability initiative.
• Provided attendees and concert staff with “Brita Bars” resulting in an 7+ ton reduction in bottled water waste.
• The program was so successful that it has already extended to additional tours.