BRITA has appointed Millie Bobby Brown as its first global brand ambassador and launched a new international campaign titled Own Your Thing.
The campaign marks the next step in BRITA’s brand transformation, connecting its water filtration expertise with a broader hydration message aimed at younger audiences.
Under the Own Your Thing platform, BRITA is reframing hydration as more than a functional necessity, positioning it as part of modern self-care and conscious everyday routines.
The campaign builds on BRITA’s global belief: Drink better. Do better, and is aimed at Gen Z and younger millennials, with BRITA noting that wellbeing and sustainability are increasingly seen as practical choices built into everyday routines.
Own Your Thing positions hydration as a simple habit that supports clarity, balance and an active lifestyle, while encouraging people to define their own routines.
Why Millie Bobby Brown
BRITA said Brown reflects the mindset behind the campaign through her work as an actress, producer, entrepreneur and global Gen Z role model.
The brand also highlighted her advocacy for mental health and education as the youngest-ever UNICEF Goodwill Ambassador.
In the campaign, Brown appears in everyday moments where hydration is part of simple daily routines.
Maren Huth on BRITA’s brand shift
Maren Huth, Director Global Brand Strategy & Experience at BRITA, said the campaign is about making hydration more relevant for a new generation.
“BRITA’s brand transformation is about redefining hydration – not only as a product benefit but as part of everyday life. With Drink better. Do better. we connect our technological expertise with a clear belief about how better hydration can support both people and the planet.”
“She represents a generation that values authenticity, individuality and purpose like no other – and brings exactly the mindset that sits at the heart of our brand evolution. Credit: Artemio Nadyozhin_BRITA
Huth added that making Bobby Brown the first global ambassador was a deliberate step.
“Together, we want to make hydration more relevant for a new generation and place it more naturally within modern lifestyles.”
Global campaign rollout
The campaign is rolling out across EMEA and APAC markets.
Its media strategy focuses on high-reach digital video environments, social platforms and streaming.
The campaign was developed by creative agency Leagas Delany. Mediaplus International advised BRITA globally on media strategy, co-developed the campaign setup with Leagas Delany, and developed media guidelines for international markets.
Serviceplan PR & Content is advising BRITA on the global PR rollout.
The campaign film was produced by Anorak and directed by Hanna Maria Heidrich.
Leagas Delaney on the campaign
Dirk Bittermann, CEO of Leagas Delaney, said the campaign shows a more personal side of Brown.
“Genuine, authentic, and a free spirit – that’s Millie in a nutshell, and these are precisely the values that BRITA stands for.
“Our campaign offers a humorous insight into the more personal side of the global superstar and shows that hydration helps her to live her active and self-determined life.”
A milestone for BRITA
BRITA operates in more than 70 countries and said the worldwide rollout marks its first fully simultaneous coordinated international brand campaign.
Through the campaign, the company aims to increase international brand awareness, strengthen emotional brand equity and build a scalable foundation for long-term growth.
Top image: Millie Bobby Brown – Image Credit: Artemio Nadyozhin_BRITA