DDB
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BC Dairy Foundation •
Clorox •
Canadian Tourism Commission Knorr Frozen Entrees • United Way Of The Lower Mainland |
Clorox
Brita, well known for its pitcher water filtration systems, has a lesser-known product, the Brita Faucet Mount filtration system (FM) that was significantly underdeveloped in Canada. To connect with satisfied tap water drinkers, and create a need for filtered water, DDB motivated them to question their drinking choices with the fact that toilet water and the water used to mop floors and water the lawn all come from the same source as the water we drink.
Under the campaign idea “You Deserve Better,” a distinct line was drawn between utilitarian water and drinking water. The national TV spot called “Glass” showed a glass of water emptying as viewers listened to a toilet flush; then the glass refilled as the toilet refilled. The copy line was: “Tap and toilet water come from the same source. Don’t you deserve better?” Print advertising and a campaign micro site, www.youdeservebetter.ca supported the agency’s efforts.
The campaign resonated from the start with an immediate lift in sales of +152% at major retailers. As recently as the first two weeks of September, sales were +149% vs. the pre-advertising period. Of note as well is the average visit length on the campaign microsite of 4:33 minutes – almost unprecedented for this kind of low-interest product.
Television
 Glass |
Interactive
 Website |
 Grass Beard |
 Mop Head |