BRITA Water Filters
Database driven CRM programme to drive purchase of BRITA consumables such as cartridges and to cross sell within the jug filter range. We developed a database of 1.2 million BRITA customers which could be segmented by product purchased and demographics.
We created BRITAcare, a brand that was used on all customer communication. Customers were targeted with regular mailings including reasons to use filtered water such as drinks and cooking, which were supported by third party information, offers and funding.
Customers received coupon based offers to drive cartridge purchase which regularly achieved high levels of response.