BRITA TESTER TAP WATER QUALITY TESTS

THE CHALLENGE

Lack of interest in tap water and tap water filtration in the media Unfavourable perception of tap water quality in PolandThe consumers’ attitude was a barrier in future development for BRITA on polish marketBRITA wanted to change tap water drinking habit in order to increase the consumer group

THE RESEARCH

Polish people believe in stereotypes about tap waterMore than 60% of Poles distrust in tap water49% of Poles drinks tap water, however boils it before consumption57% of Poles buys bottled water instead of drinking filtered tap waterOnly 11% of Poles uses water filtration systems

If we don't prove that tap water is safe, people won't start to use water filter jugs

THE OBJECTIVES

Refute the stereotypes about tap water Raise national awareness about tap water qualityInvolve the media and public opinion in discussion on tap water drinkingInspire confidence in BRITA brand

THE IDEA

Conduct national tap water quality tests

THREE STAGES OF THE CAMPAIGN

I - Create new profession BRITA Tap Water Taster

II - Carry out independent tap water quality tests

III - Communicate the tests' results

I STAGE - RECRUITEMENT

More than 3 000 of applications

FIRST TAP WATER TASTER IN POLAND

II STAGE – TAP WATER QUALITY TESTS

HOW WE INFORMED THE PUBLIC?

THE SCOPE OF TAP WATER TESTS

Organoleptic researchSmellTasteColour

Laboratory researchMicrobiologicalPhysicochemicalChemical

III STAGE – THE TESTS’ RESULTS

We put the tests’ results together in scientific report “Tap Water Quality in Poland 2010” and presented during press conference to the media We invited to the conference representatives of local water-supply companies, Sanitary Stations, Chief Sanitary Inspectorate and experts from Warsaw University and Warsaw Medical University

THE RESULTS

The subject of tap water quality was widely commented by national and regional mediaSignificant increase of the number of publications in comparison with the last year: BRITA brand was communicated in context of the new profession and tap water tests more than 500 timesThe campaign resulted in wide cooperation with city councils, sanitary stations and other local and national authorities in water supply and control

THE OUTCOMES

Applications for BRITA Tester job: over 3000Invitations for tap water tasting: over 500Liters of tap water tested: 265 Brita Tap Water Taster Fans on Facebook: over 2000Press clippings: 98Radio auditions: 189TV programs: 49Internet clippings: 185

Estimated media coverage: 2 201 772 PLN(550 443 €)

TRUST IN TAP WATER!