Brita
Before Brita was one of the most talked-about brands on social, it wasn’t even on TikTok, let alone growing a fandom. How could this brand win, not just the masses, but Gen Z’s very particular taste?
By owning water for college students.
College students need clean drinking water. But dorm rooms don’t usually have filtered water hookups. Brita is the simple and affordable solution to a nearly universal problem facing the 18-24 year-old set.
So we spoke to our audience with distinctive content that reminded them to hydrate with crispy Brita water.
Building the new Brita took awhile, and I was lucky to be on board at the start of the ride. Some approaches flopped, while other led us to the tactics that work: ridiculous “recipes,” the famous kitten, Brita shark, etc.
It’s a story of trial, error and, most importantly, learning. Here’s a peek!