The aim was to inspire confidence in brand, to build trust in tap water quality and initiate filter water drinking culture in Poland. The campaign consisted in promoting new profession, BRITA Tap Water Taster, and caring out national tap water quality tests, which results will refute stereotypes about tap water.

1. BRITA TESTER TAP WATER QUALITY TESTS

2. THE CHALLENGE Lack of interest in tap water and tap water filtration in the media Unfavourable perception of tap water quality in Poland The consumers’ attitude was a barrier in future development for BRITA on polish market BRITA wanted to change tap water drinking habit in order to increase the consumer group

3. THE RESEARCH Polish people believe in stereotypes about tap water More than 60%of Poles distrust in tap water 49%of Poles drinks tap water, however boils it before consumption 57%ofPoles buys bottled water instead of drinking filtered tap water Only 11%of Poles uses water filtration systems

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

5. THE OBJECTIVES Refute the stereotypes about tap water Raise national awareness about tap water quality Involve the media and public opinion in discussion on tap water drinking Inspire confidence in BRITA brand

6. THE IDEA Conduct national tap water quality tests

7. 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

8. I STAGE - RECRUITEMENT More than 3 000 of applications

9. FIRST TAP WATER TASTER IN POLAND

10. II STAGE – TAP WATER QUALITY TESTS

11. HOW WE INFORMED THE PUBLIC?

12. THE SCOPE OF TAP WATER TESTS Organoleptic research Smell Taste Colour Laboratory research Microbiological Physicochemical Chemical

13. 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

14. THE RESULTS The subject of tap water qualitywas widely commented by national and regional media Significant 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 times The campaign resulted in wide cooperation with city councils, sanitary stations and other local and national authorities in water supply and control

15. THE OUTCOMES Applications for BRITA Tester job: over 3000 Invitations for tap water tasting: over 500 Liters of tap water tested: 265 Brita Tap Water Taster Fans on Facebook: over 2000 Press clippings: 98 Radio auditions: 189 TV programs: 49 Internet clippings: 185 Estimated media coverage: 2 201 772 PLN (550 443 €)

16. TRUST IN TAP WATER!