Celeste Barber sends sustainability message in Brita’s #GetYourJugsOut campaign
Water filtration company, Brita, has enlisted the help of comedian Celeste Barber for its new #GetYourJugsOut campaign.
The ads pay tribute to Barber’s #CelesteChallengeAccepted posts on Instagram, which mock the way women are portrayed on social media and in magazines and advertising.
Barber has worked with a number of brands in recent years, including Holden, Royal Caribbean, Hello Fresh and most recently BWS and Audible.
Nadine Miller, Brita marketing director, said: “We love Celeste’s down-to-earth personality and easy-going approach to everyday life, she was the perfect match for our campaign.
“We wanted to ensure our campaign call to action – for everyone in Australia to make the switch from drinking bottled water at home to using a BRITA water filter Jug – is memorable and delivered in a manner and approach that is fun, light-hearted and true to Celeste Barber’s cheeky sense of humour. The tagline ‘Get Your Jugs Out’ does just that and it literally talks to our product, the Brita Jug.”
The campaign is based on Brita’s insights that Australians are spending more than $3.2m on bottled water at home each day, resulting in 666,000 tonnes of plastic waste. The ads send the message that Brita filter jugs are a cheaper and more environmentally friendly alternative to bottled water.
Managing director at Brita, Peter Harley, said: “Brita has a vision to change the way people drink water sustainably by offering a simple solution to switch from using single-use plastic bottles at home for their drinking water consumption to a better and smarter way to drink filtered water, by using a Brita jug to filter their tap water. The cartridges within a Brita water filter jug reduces the impurities that may exist in tap water, such as chlorine, metals, pesticides and herbicides and result in pure and fresh tasting filtered tap water.”
Each Brita filter cartridge can filter approximately 100 litres of tap water. Brita has also introduced a recycling solution for used cartridges to reinforce its sustainable message.
The campaign will air nationally from September.
Credits
Client: Brita Australia
Nadine Miller, Marketing Director
Karen Martin, Senior Marketing Manager
Creative: Do Story
Production: Grainger Films
I know this is the ad industry and we’re all crazy but, nobody drinks bottled water at home…
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…Anyone notice in the TVC above, the producers have covered up the in-door cold water dispenser (under the kids drawing on the right door)?
Suppose they liked the fridge so much, but forgot the dispenser would compete with their product until the day of shooting. Ooops.
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“Get Your Jugs Out” is supposed to be “cheeky” and “hilarious”??? Since when were things blokes say to women passing by building sites actually funny for the women concerned? Would the campaign be “funny” if it said “get your d**ks out”? Surely this company and its advertising partners could have thought of something less insensitive than this misogynistic trope.
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I too find the derogatory reference to women and their breasts ‘jugs’ offensive and not funny at all – surely a better selling message could have been found and used in this day and age?
This insulting message certainly doesn’t inspire me to go out and buy the product.
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