Clorox breaks new Brita campaign
By Adnews Staff
Clorox Company of Canada, based in Toronto, has begun a new national campaign to relaunch the Brita Faucet Filtration System. The campaign consists of a 30-second television commercial called “Glass” and two print ads called “Mop Head” and “Grass Beard.” The creative invites viewers to consider the difference between drinking water and water used for other purposes, and directs them to a website located at <http://www.youdeservebetter.ca> for more information. The TV ad shows a glass of water on a kitchen counter. The sound of a flushing toilet is heard in the background. At the sound of the flush, the glass of water drains and then refills. The copy points out that tap water and toilet water come from the same source. The print ads seek to persuade viewers that drinking water should be better than water used for mopping a floor or watering a lawn. The initiative, created by DDB Canada of Toronto, is the first original creative campaign for this product in Canada. “Our target market believes that their tap water is perfectly fine for consumption,” said William Hammond, vice-president and creative director at the agency. “So how do you create a need for on-tap filtration systems? By making people reconsider their water supply. This was done by separating drinking and utilitarian water in people's minds.”