Brita has expanded its “Taste Over Everything” platform with new spots targeting key Canadian demographics: the South Asian, Chinese, Filipino and West Asian audiences.
The brand first shifted its focus to flavour earlier this year; after several years of establishing its environmental benefits over bottled water, Brita began speaking more to the flavour of filtered water to expand household penetration.
Now the brand is looking to court some of the fastest-growing audiences in the country with new spots based on a key cultural insight: “Multicultural audiences are not new to the idea of filtering water,” according to Jeffery Almeida, SVP and general manager of Balmoral Multicultural Marketing, who worked on the spots for the Clorox-owned brand.
The new spots, titled “Spicy” and “Dance Workout,” feature two different situations in which people might reach for a glass of water. In “Spicy,” a person looks for a cool drink to counteract the heat of their meal, while in “Dance Workout,” they look for a glass of water after a dance class. In both cases, the individuals turn down an offered glass of tap water because, after tasting Brita water, “nothing else will do,” says Almeida.
“With ‘Spicy’ and ‘Dance Workout,’ we aim to connect with multicultural audiences on a deeper level, highlighting the great tasting water from our filters in a way that resonates with their unique cultural experiences,” explains Chris Budinszky, VP of marketing for Clorox Canada.
“It is common practice back in their home countries to [filter] because of the inconsistent quality of tap water,” Almeida adds. “We leveraged this insight to come up with the creative featuring the campaign idea.”
Both spots are running in slightly modified forms and in six languages – Arabic, Cantonese, Farsi, Hindi, Mandarin and Tagalog – for their respective audiences. They are airing on digital, social and programmatic with targeted buys.