Much like several other retailers and products, Brita also had an impactful and successful initiative for Earth Day. Thousands of people waited in line to receive free water filters in Yonge-Dundas Square in Toronto. Brita ran out after handing out 3,600 filters. Those who didn't receive one were given a $10 off coupon for a new filter instead.
Considering the size of Brita and the awareness around clean water, I'd say that this was a perfect promotion. They didn't go overboard and it was very tastefully executed. No one wants to see an overally produced event for Earth Day and Brita realized that. Well done.
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