Gaining share in a business growing at a double-digit pace is awfully good anytime. Doing it during a recession, as Brita has, is that much more remarkable. At the same time, the Clorox Co. brand believes it's doing well by doing good. Its growth comes from urging people to replace bottled water with filtered water, thus reducing packaging and energy use. That concept, which grew so big it became the centerpiece of Brita's advertising earlier this year, started with a request from the city of San Francisco to develop a filtered water bottle that could replace bottled water. That led the Oakland-based company into a partnership with Nalgene and the "Filter for Good" PR and online program, which urged people to pledge to replace bottled water with filtered water.
Tag: Filter for Good campaign
Nov 16, 2009