Brita Global Campaign 'Own Your Thing' Video Views Surpass 15 Million

The cumulative video views for the global campaign 'Own Your Thing' conducted by water filter brand Brita have surpassed 15.86 million. This campaign, which began last May with the appointment of actress Millie Bobby Brown as the first global ambassador, reinterprets hydration as a valuable daily act based on Brita's 60 years of water purification technology.

Moving beyond simple functional promotion of water filters, this campaign put the sustainable lifestyle aimed for by the brand at the forefront. In particular, appointing Millie Bobby Brown, who is called an icon of Gen Z, was effective in drawing empathy from the younger generation. According to an actual TVING Brand Lift study, the brand recall of the advertising exposure group rose by 76% compared to the non-exposure group, and purchase intent also increased by 31%.

In the industry, the prevailing evaluation is that this campaign succeeded in modernizing Brita's brand image. It is analyzed as a case that effectively imprinted the brand philosophy on consumers who value value-based consumption, going beyond simple product promotion.

Choi Seon-yeong, Managing Director of Brita Korea, stated, "Through this campaign, we are pleased that healthy hydration was attractively delivered to consumers as a lifestyle of taking care of oneself," and added, "We will continue our activities so that people can practice a sustainable daily life through a better water experience."