PERIOD 2024-01 ~ Now

Brita is a German eco-friendly water filtration brand known for its water consumption solutions aimed at reducing plastic waste (with each filter capable of replacing 300 plastic water bottles). As part of Brita’s sustainability initiative, Prain Global launched the ‘Green-Pivoting’ campaign, aimed at positioning Brita as a sustainability-driven brand to promote an eco-friendly lifestyle among Gen Z consumers in Korea.

Over the past decade, Korea's bottled water market has grown fivefold, leading to an alarming 5.6 billion plastic bottles being disposed annually. Research shows that Gen Z (single-person households in particular) consumed bottled water at a significantly higher rate than other demographics, exacerbating environmental challenges.

Brita's ‘Green-Pivoting’ campaign was aimed at raising awareness of the severity of plastic waste issues resulting from bottled water consumption and encourage Millennial and Gen Z consumers to adopt environmentally conscious water consumption habits. To achieve this, Prain Global devised neologisms such as 'Green-Pivoting' and 'Meaning-tech' to spark virality and encourage participation among Millennial and Gen Z consumers through unconventional promotional strategies.

The campaign also implemented experiential promotions designed to transform perceived difficulties of eco-friendly practices into enjoyable experiences. These included university campus pop-up stores and collaborative brand pop-up stores with Korean eco-conscious fashion brand, Pleats Mama. Through Brita's Instagram channel, the campaign disseminated content centered around the ‘Green-Pivoting’ keyword, including ambassador campaign videos, 'Turn on the taste.’

As a result, the ‘Green-Pivoting’ campaign generated over 1 million views and 35,000 engagements across the company’s official Instagram and YouTube channels. The campaign also received over 230 media mentions, with consumer-generated content related to the campus pop-up and brand promotion exceeding 2,000 posts on social media.