BRITA More customers through smart media strategy

Over 70% of the Swiss population knows BRITA for its water filters. In recent years, BRITA has diversified its product portfolio with bubble makers and integrated water taps and water dispensers. BRITA is positioning itself as a multifunctional supplier and intends to further grow its customer base with the expanded product portfolio.

The challenge for BRITA was that the company was still associated with water filters and was not perceived as a multifunctional supplier of drinking water. Due to the lack of knowledge, the customer base was limited to a small segment, which has hardly changed in recent years despite constant media spend.

The media strategy at the time focused on a wide-reach campaign with TV commercials to ensure market penetration and knowledge transfer. This is exactly where we discovered potential for optimization.

• Position BRITA as a multifunctional supplier of drinking water with a large product portfolio.
• Expand the customer base

Webrepublic conducted a comprehensive situation analysis that showed, among other things, that the TV campaign had no influence on the target group’s online search behavior.

Three priorities for the new media strategy were derived from this:

• More efficient TV planning: Webrepublic shifted the focus of the strategy in the TV area to high-quality environments and SRG channels, as the advertising impact is much stronger there.
• YouTube is the new TV: The use of Internet content on TV sets has increased by 71 percent in the last two years. We have therefore given digital channels significantly more weight in the media strategy in order to benefit from the higher share of voice and cost efficiency.
• Young target group: A conversion campaign with ads in the meta-universe was intended to appeal to the young target group and ensure the acquisition of new customers.

• 30% ad recall in German-speaking Switzerland—an increase of 21% compared to the previous year
• +29% growth in the customer base without increasing the media budget

The well-placed TV ads, for example in the context of morning shows or regional sports broadcasts such as a Schwingfest, made an impact: website visits and online sales increased. The combination of TV and YouTube reached a large part of the population.

The use of digital channels such as YouTube and Meta was also a cost-effective way of reaching the young target group on which BRITA will increasingly focus in the coming years.