Brita Filters moots £5m ad review

Brita Water Filter Systems is understood to be seeking an agency to handle its £3.7m advertising business.

The company currently uses Da Costa & Co, but is searching for a “new look” for its campaigns, and is believed to be increasing its total advertising spend to £5m.

Several agencies say they have been approached in connection with a pitch for the business, and claim that a shortlist has been drawn-up.

The review is being handled by Brita’s brand manager Orla Flynn, who says the company is not directly seeking an agency.

“We are the market leader, and because of that we are always being approached by agencies,” said Flynn. “We like to keep up-to-date with agencies but at the moment we are not doing anything more than that.”

Brita’s media buying account, handled by Mediacom TMB, is not believed to be involved in the review.

Brita Water Filters is a kitchen product which filters tap water and is sold in retail outlets such as Boots and healthfood shops. Its current TV advertising campaign focuses on how a filter makes a better cup of tea.

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