During the pandemic, the public craved light-hearted entertainment; therefore, the social campaign used humour to invoke real feelings about ‘Green Guilt.’
• Be inspiring, positive and optimistic to build and retain a community of BRITA advocates
• Subtly remind people that using BRITA products makes you feel good.
• Drive reappraisal of BRITA and increase the relevancy of the brand
• Strengthen brand salience by building an emotional connection with consumers
• Demonstrate the value difference that BRITA brings
• Get bottled water users to re-appraise BRITA and remain loyal to the brand by portraying it as the smartest choice