Brita, the German water filtration products company, has appointed actress and businesswoman Millie Bobby Brown as its first global brand ambassador. The movement symbolizes Brita’s evolution into a purpose-driven lifestyle brand with a focus on hydration as a fundamental part of self-care and wellness routines.
Together with the actress, she seeks to elevate the company’s experience in water filtration with a new culturally relevant narrative with the intention of resonating with new generations of consumers, and in this sense, Brita’s new stage of communication is focused on redefining hydration as something more than a functional necessity.
The brand’s objective is to present hydration, and therefore, all its products and services, as an essential part of self-care and also more sustainable behaviors. Thus, the campaign communicates hydration as a simple habit that contributes to balance, mental clarity and an active lifestyle, and encourages people to define their own routines and be true to themselves.
Millie Bobby Brown stars in the “Own Your Thing” campaign, which launches globally on May 7. It was designed by the Leagas Delaney agency, produced by Anorak and directed by Hanna Maria Heidrich. For now, the brand has only shared a teaser in which it generated expectation regarding the figure of the ambassador.
The campaign is aligned with Brita’s positioning, expressed in the claim “Drink better. Do better.” “This brand transformation is about redefining hydration, not just as a product benefit, but as a part of daily life.“; commented Maren Huth, Vice President of Global Brand and Experience Strategy at Brita, in a statement. “We connect our technological expertise with a clear vision of how better hydration can benefit both people and the planet.”.
In this regard, the brand points out that the choice of Millie Bobby Brown as global ambassador is a strategic decision, since it represents a generation that values authenticity, individuality and purpose. Furthermore, by also serving as a UNICEF ambassador, the actress evokes values such as the promotion of education or mental health.
“Authentic, genuine and free: that’s Millie, and those are precisely the values that Brita represents. Our campaign offers a close look at the more personal side of this global star and shows how hydration is part of her active and self-determined life.“; said, for his part, Dirk Bittermann, CEO of Leagas Delaney.
The campaign is deployed in markets in Europe, the Middle East and Africa. and Asia-Pacific, with a media strategy developed by Mediaplus International that focuses on high-reach digital environments, social platforms and streaming services. In addition, it will have public relations activations managed by Serviceplan PR & Content.
