Brita filters out the bad to get to the good. So we took on the challenge of filtering out online negativity by creating a tool, “Filter Your Feed”, which used a proprietary algorithm to scrub and delete negative posts from users’ Twitter history.

“Filter Your Feed” began with a series of videos featuring two-time NBA MVP Stephen Curry, along with videos of real people sharing their poignant experiences filtering out cyberbullying. That led to mcgarrybowen partnering with Scrubber, LLC to develop an online tool that used a proprietary algorithm to allow users to scrub their own Twitter history for any negative posts that they might have previously made and now regret. If the user chooses to delete the posts, they can replace them with playful Stephen Curry content to reintroduce some positivity into their feed. With this approach, Brita puts the power to filter out negativity from the internet in the hands of the very people who use it.

Within the first 3 weeks of launching, Filter Your Feed users flagged over 300,000 negative words from their Twitter accounts and deleted over 65,000 negative tweets. Consumer positive sentiment for Brita increased 25% since the campaign launched & garnered over 127MM impressions stemming from multiple media and PR efforts. The social and digital videos have received over 51MM video views across social networks with over 70K social post engagements.

“Filter Your Feed” was the first-ever tool of its kind designed to help Twitter users make the platform a more positive place by scrubbing and removing their own negative posts from their feed. This put the power to filter out negativity from the internet in the hands of the very people who use it.

The world is more full of negativity than ever before (news, social media, mainstream media, etc). People are looking for ways to filter it out, so they can focus on becoming the best version of themselves. And while Brita has always filtered out impurities from water, they also believe in filtering out the bad in life. And from there a brand POV was born. The campaign was dubbed "The Filtered Life" and honed in on the importance of filtering out the bad to get to the good. In life and in water. But to really connect with consumers, we needed to turn our POV into action. And where better to start than the place where negativity thrives most – the internet.

In 2016, Brita was at an interesting juncture. The Brita brand is the undisputed leader in the category with a strong Point of Difference (filters water better). However, while consumption of water continues to grow, Brita’s share has declined. To get people to choose Brita, the brand needed to do more than tout a point of difference in the category. They needed to give the brand meaning. Establish a clear point of view that's relevant to people’s lives and elevates the brand. In 2016, mcgarrybowen uncovered a truth about the world that’s increasingly true today - the world is full of negativity and noise (news, social media, mainstream media, etc). People are in need of a way to filter it out.