Brita

We partnered with Brita on the development of communication themes & packaging to support the launch of a new sustainable product.

Capabilities

Opportunity Area Development

Ideation

Concept Development

Consumer Research

Challenge

Brita was launching a refillable water filtration system with a new refillable filter and knew that highlighting the sustainability features of it would be key to drawing in today’s eco-friendly consumers. They wanted to land on the right communication and look/feel to convey the impact of this new offering in a clear and compelling way.

Action Taken

DuPuis partnered with Brita to craft a compelling “sustainability +” reason for consumers to switch to or start with this new refillable filter. We began by immersing ourselves in the water filtration category and analog sustainable categories to develop opportunity areas. We then led a collaborative ideation workshop to brainstorm communications themes that could highlight the emotional or functional benefits of the new sustainable product. We developed consumer-facing concepts that brought the themes to life visually with packaging renders and through copy describing the new filter and benefits. DuPuis led consumer quals to review and assess the concepts, and we refined the winning concepts based on their input. The refined concepts were then put into a shelf set test by Brita for final consumer input.

Results

Brita launched the refillable water filtration system with the new refillable filter in December 2023, heroing the new filter on front-of-pack and highlighting that it generates 80% less plastic waste over 3 years.