Brita is a staple in the water filtering industry, however, with competitors on the rise, Brita needs a strategy in which it will maintain and further cement their name within the industry. Their new campaign, “Transforming our World”, seeks to inform society that Brita recognizes our consumption of plastic to be out of control. Further, by the consumption of water in plastic bottles come severe, negative effects on our environment. Through Brita’s water filtering innovations, we can reduce our plastic consumption habits. This campaign shows the reality of plastic consumption and compares it next to what it could look like if there was a movement of people filtering with Brita.