Clorox's Brita is launching a new campaign targeted toward college students. Their "College FilterForGood Eco-Challenge" effort is supported by AOR Edelman.
Brita's on-going campaign "FilterForGood" targets the general audience with a goal to reduce bottled-water waste. It's college campaign's goal is to put a fire under kids to come up with solutions to on-campus environmental issues. The top 5 winners will receive $10,000 each.
Personally, I love Brita. I use my water-filter everyday and haven't purchased bottled water in a really long time. I think it's important to reduce waste when and where you can. Brita was smart to target college kids because they know people recognize their name. That, in general, will cause a stir and get kids motivated to compete in this campaign. That, and the large grand prize. Brita's timing is good too. More and more people are becoming aware of the environment and are making it more of a priority.
The campaign's tactics are very well thought through as well. They're putting their information into 100 college newspapers, getting their campaign onto Facebook and announcing the winners at the spring 2009 Earth Day.
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2 comments:
I think that's a good idea. College kids are looking to save money. Brita can influence them to save money while saving the environment with this product.
Interesting... I buy so much bottled water and I hate to think of all that wasted plastic. This is also relevant to college students because we're always looking for ways to save money.
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