effect marketing in action

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.

the impact we have is as varied as the issues we work on.

the arc of our work is as varied as the partners we serve.

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