Current expands Clorox work with Brita win

Clorox grew its relationship with the Interpublic agency by assigning it the AOR account for its Brita water-filtration brand, previously held by Edelman.

CHICAGO: Clorox has expanded its relationship with Current Lifestyle Marketing, bringing the agency on as AOR for its Brita water-filter brand.

Current, which is part of Interpublic Group's Constituency Management Group, has worked with Clorox for seven years. Its roster of Clorox brands includes Glad's Food Protection, Food Storage, and Trash and Black Bag sub-brands, as well as Green Works, Hidden Valley Ranch, Kingsford, Liquid-Plumr, Soy-Vay, and Brita.

The company approached Current with the business, said Virginia Devlin, president of the agency.

“It's really an honor to have a client put that in your lap, knowing that they recognize the successful partnership you have and that we bring the strategic thinking and creative ideas and can execute [them],” she added.

David Kellis, director of PR and social media at Clorox, said via email that Current's “outstanding thought leadership, creativity, and execution” led the company to give the Brita work to the firm without issuing an RFP.

Brita's previous AOR was Edelman, which it stopped working with in April. The water-filtration brand still works with DJE Holdings firm Matter on branded entertainment, added Kellis.

Representatives from Edelman declined to comment on the Brita account.

Current's main responsibilities include handling the brand's content strategy and supporting all PR and social media activities.

In addition to promoting Brita as a top choice for giving people access to clean water, Current will educate consumers about the importance of drinking water, said Devlin.

“The brand really wants to advocate for people to drink more water in general because it's good for you as opposed to some other beverage choices that are out there, so we're really helping to position them as a brand at the forefront of that movement,” she added.

With a team of five staffers working on the account from Current's San Francisco office, the firm will launch an initiative focused on drinking more water in the next few weeks.  

Current began working on the business in April. Budget information on the account was not disclosed.

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