Brita this month is handing out reusable water bottles and coupons on eight college campuses to drive students to local stores to purchase one of its signature water pitchers. The program kicked off on Aug. 20 and runs through September at the Evergreen State College in Olympia, WA, George Washington University in Washington D.C., Gonzaga University in Spokane, WA, Pennsylvania State University, University of Arkansas-Fayetteville, University of California-Berkeley, Washington University in St. Louis and Wesleyan University in Middletown, CT. The on-the-ground efforts coincide with the back-to-school retail season and are an extension of the three-year Filter for Good (filterforgood.com) online campaign, which includes an eco-challenge grant program that asks students for their ideas on how to make their campuses more sustainable. Brita funds the winning idea.
The coupons will help the brand track sales as well as how many students are pledging online to reduce water bottle waste. It also opens up a line of communication between Brita and students who provide their contact information when they sign up for the eco-challenge grant program.
“Students are generally interested in making choices that are good for the environment and for their wallets. Our message has been that when you go green with Brita you save green,” Sara Perelli-Minetti, associate consumer promotion manager at the Clorox Company, told Buzz. “We’re handing out reusable water bottles along with an offer for students to save on their very own Brita pitcher, so that from their first day on campus they can start filtering their water.”
On each campus brand ambassadors wear Brita Filter for Good t-shirts that carry the message, “Bottled Water Just Doesn’t Make Cents.” To reinforce the message, Brita is running ads in college newspapers. Agency: Alloy Media + Marketing, Los Angeles.