Who: Brita, DentsuBos and Devon Consulting (influencer and PR).
What: A social driven rebuttal to the #BottleCapChallenge that reinforces Brita’s brand positioning against single-use plastic.
When & Where: The #CapOnPlasticChallenge launched July 20, with a paid influencer post on Instagram. Where it goes is still TBD, dependant as it is on the vagaries of social virality.
Why: This summer’s challenge sensation has many, many people kicking caps off plastic bottles. The core of Brita’s brand platform is about reducing the use of plastic bottles (see a recent TV ad below). “The team [writer Megan Kras and art director Nathan Styles] came to me with the idea,” said DentsuBos executive creative director Travis Cowdy. “This bottle cap challenge is taking off and Brita is going hard against single-use plastic, so they had this idea to disrupt the bottle cap challenge.”
How: An attempt to introduce a new challenge, or at least get people following the #BottleCapChallenge to stop and think about the disposable water bottles that appear in so many of those videos. A new hashtag and challenge lets Brita join the conversation and make a relevant point that connects with the brand positioning. The CapOnPlasticChallenge went from idea to live in about a week.
What is the challenge: Brita provides some suggestions: share the visual it posted to announce the challenge, share a photo of your reusable water bottle, post a video about reducing single-use plastic, or just use the hashtag. “It is up to people how they activate it,” said Cowdy. The larger goal is to get the #CapOnPlastic hashtag into more of the social streams of those who are likely to have seen (or taken part in) the BottleCap challenge.
Media: Not a big spend here at all. This is about coming up with a social-driven idea, building it out, finding a partner (influencer), and getting into market quickly to try and tap into a viral moment. The only paid media so far is an influencer post by popular Canadian Instagrammer TheBirdsPapaya, who published a video to her more than 400,000 followers on July 20. Brita followed up on July 24 with its own post: “#BottleCapChallenge we’re loving the fancy footwork— but the ecological footprint🌎👣? Not so much. It’s time to put a cap on single-use plastic bottles.” “It’s not a sure thing,” said Cowdy of the challenges of trying to spread a brand message in a mostly organic fashion. It’s a quick-fire, low-cost attempt to tap into the social zeitgeist and deliver some brand-related messaging in an authentic manner.
Quote: “We are conditioned to very quickly scroll past ads on Instagram. I think that this kind of messaging is what resonates.” —Travis Cowdy, DenstuBos executive creative director.
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I know I can do better. I know we as a family, can do better. This summer especially, has been so busy while also being hot and sticky and I’m embarrassed to say, having us reaching and buying far too many single use plastics, like water bottles. So! We are taking the #CapOnPlasticChallenge with @brita.canada and pledging to reduce our use of single-use plastics, and just being more aware. Ya know, for the sake of the dang planet. Yes, it’s going to take some new simple habit-forming choices like using reusable bottles at home and on the go (and not constantly leaving them in the car). It’s also going to be us rewiring our thinking to make it less about being inconvenienced and more about the opportunity we have as a fam jam to make a difference. And if you think you’re just one person or just one family and you’re too small to make a difference, well…you’ve never had a mosquito in your bedroom at night. I challenge you get on board! (hey @marckielburger, @jillian.harris, @happygreylucky, @holly_hock_, and @whatdayisitpodcast!). #caponplasticchallenge #brita #bottlecapchallenge #bottlechallenge #bottletopchallenge #sustainability #planetpollution #climatecrisis #change #pledge #ad @brita.canada