PERIOD 2024-01 ~ Present

BRITA is a German eco-friendly water filtration brand offering water consumption solutions that help reduce plastic waste, with each filter capable of reducing plastic use equivalent to 300 plastic water bottles. As part of BRITA’s sustainability initiative, Prain Global launched the “Green-Pivoting” campaign to promote eco-friendly lifestyles among Millennial and Gen Z consumers in Korea and position BRITA as a sustainability-driven brand.

Over the past decade, Korea’s bottled water market has grown more than fivefold, generating approximately 5.6 billion discarded plastic water bottles annually, equivalent to around 134 bottles per adult. In particular, bottled water consumption rates among Millennial and Gen Z consumers and single-person households have been significantly higher than those of other demographic groups.

BRITA’s “Green-Pivoting” campaign aimed to raise awareness of the growing plastic waste problem caused by bottled water consumption and encourage Millennial and Gen Z consumers to adopt environmentally conscious water consumption habits and eco-friendly lifestyles.

To achieve this, Prain Global developed and incorporated trend-driven keywords and neologisms such as “Green-Pivoting” and “Meaning-tech” to spark curiosity and encourage participation among Millennial and Gen Z consumers experiencing fatigue from environmental messaging. The campaign also featured experiential promotions designed to transform the psychological barriers to eco-friendly practices into enjoyable experiences. These included university campus pop-up stores and collaborative brand pop-up stores with eco-conscious fashion brand PLEATS MAMA.

Through BRITA’s official Instagram channel, the campaign promoted content centered around the “Green-Pivoting” concept, including ambassador content, the “Turn on the taste” campaign video, and content designed to raise environmental awareness.

As a result, the campaign generated 1 million views and more than 35,000 engagements across social media platforms, including Instagram and YouTube. It also secured over 230 media reports related to “Green-Pivoting,” while the campus promotions and brand pop-up stores generated more than 2,000 pieces of consumer-created social media content that were shared across social media.