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.


Client: Brita Australia
Nadine Miller, Marketing Director
Karen Martin, Senior Marketing Manager

Creative: Do Story

Production: Grainger Films


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