Current Lifestyle Marketing (PR); AKQA (microsite for The Biggest Loser and digital advertising); Matter (entertainment support with The Biggest Loser)
The Clorox Company: Kim Desai, brand manager; David Kargas, senior group manager of PR and digital marketing; Sarah Cooper, project manager
About $1 million
When Brita heard about the initiative by the Partnership for a Healthier America aimed at encouraging people to drink more water, the brand knew it would be the perfect partner.
The Drink Up program kicked off on September 12 in Watertown, WI, with a speech by first lady Michelle Obama, who serves as the organization's honorary chairperson. Actress Eva Longoria, who Brita forged a partnership with for the initiative, also attended the event.
During the launch, Current Lifestyle Marketing, Brita's AOR, helped the brand align its conversation points and set up an SMT, which aired in markets such as Los Angeles, Miami, Philadelphia, and Dallas, says Lisa Dini, EVP at the firm.
To continue buzz throughout this year and next, Brita will leverage its relationship with Longoria, as well as its six-year partnership with NBC's The Biggest Loser, says David Kargas, senior group manager of PR and digital marketing at The Clorox Company. Both Longoria and the show will help spread the message through social and traditional channels.
"We're focused on making sure that supporting the idea of drinking water permeates everything we do as a brand," adds Kargas.
Brita, which is incorporating the Drink Up logo on its packaging, is dedicated to raising funds for the effort. The brand will raise money by selling its special edition on-the-go water bottle designed by Longoria. While the new bottle is targeted at adult consumers, Brita partnered with Nickelodeon to create bottles for kids with characters such as SpongeBob SquarePants and Teenage Mutant Ninja Turtles.
The brand will focus on the upbeat feel of the campaign for 2014 and develop other retail, digital, and advertising efforts to increase awareness.
"We know people do not respond well to being shamed or guilted," says Kargas. "One thing that makes this effort stand out is the positive message that water is sugar and calorie free and as close as the nearest faucet."