Iris > Case Studies > Swap For Good: A Sustainable Fashion Initiative by BRITA

Swap For Good: A Sustainable Fashion Initiative by BRITA

Technology Category

Automation & Control - Human Machine Interface (HMI)
Sensors - Air Pollution Sensors

Applicable Industries

Apparel
Plastics

About The Customer

The customer in this case study is BRITA, a renowned company specializing in water filtration products. BRITA is committed to sustainability and is known for its efforts to reduce plastic waste and promote the use of reusable products. The company wanted to raise awareness about the environmental impact of single-use plastic water bottles and encourage people to make more sustainable choices. To achieve this, BRITA sought to leverage the power of fashion and celebrity influence to create a compelling campaign that would resonate with a wide audience and inspire action.

The Challenge

The case study revolves around the challenge of single-use plastic water bottle pollution, a growing environmental concern. BRITA, a company known for its water filtration products, wanted to highlight this issue while also promoting their sustainable credentials. The company aimed to create a platform that would not only raise awareness about the problem but also encourage people to make more sustainable choices. The challenge was to effectively communicate this message to the public and inspire action. To achieve this, BRITA needed a creative and impactful campaign that would resonate with a wide audience and generate significant engagement.

The Solution

BRITA partnered with UK fashion designer Henry Holland to create a limited-edition range of slogan t-shirts made from recycled plastic waste. The t-shirts, featuring powerful slogans such as 'Don’t be a Waster' and 'Single-Use Plastic is Never Fantastic', were sold on Henry Holland’s website, with all profits donated to the Marine Conservation Society. To further support the campaign, environmental philanthropist and actress Lily Cole was employed to encourage people to switch to reusable bottles. The campaign was launched with a press briefing featuring a video content with the designer and model, and a panel discussion on 'The problem with plastic'. The event was live-streamed via a popular podcast series, encouraging further conversation among a wider audience.

Operational Impact

The campaign was a resounding success, garnering significant media attention and social engagement. It was covered by major publications including VOGUE, Harpers Bazaar, Marie Claire, Daily Mail, The Guardian, Telegraph and Huffington Post. The campaign also saw a robust seeding campaign with social posts from media, celebrities, and influencers. The panel discussion was live-streamed via a popular podcast series, further expanding the reach of the campaign and encouraging more conversation about the issue. The campaign effectively raised awareness about the problem of single-use plastic water bottle pollution and positioned BRITA as a leader in sustainability.

Quantitative Benefit