BRITA has launched a new global campaign “Own Your Thing,” and introduced actress Millie Bobby Brown as the company’s first global brand ambassador.
The partnership is designed to connect BRITA’s expertise in water filtration with a culturally relevant narrative around hydration that resonates with younger audiences.
Under the campaign platform “Own Your Thing,” BRITA reframes hydration as more than a functional necessity. It positioned it as part of modern selfcare and conscious everyday routines. The idea builds on the brand’s global belief “Drink better. Do better.”.
For Gen Z and younger millennials, wellbeing and sustainability are less abstract ideals and more practical choices integrated into everyday routines. Brands are expected not only to perform, but also to reflect identity, values and personal habits.
With “Own Your Thing,” BRITA aims to translate these cultural shifts into a clear narrative around hydration, positioning it as a simple habit that supports clarity, balance and an active lifestyle.
BRITA said Millie Bobby Brown represents exactly this mindset. Alongside her work in film and television, she is an advocate for mental health and education as the youngest ever UNICEF Goodwill Ambassador. In the campaign, she appears in moments from her everyday life, where hydration becomes part of daily routines.
The campaign is rolled out across markets in EMEA and APAC. Its media strategy centres 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 together with Leagas Delany, and developed the media guidelines for international markets. Serviceplan PR & Content advises BRITA on the global PR rollout.
The campaign film was produced by Anorak and directed by Hanna Maria Heidrich, who created a cinematic setting designed to allow Brown to appear authentic and natural on screen.
The worldwide rollout marks the company’s first fully simultaneously coordinated international brand campaign and a milestone in its brand evolution.
BRITA director global brand strategy and experience, Maren Huth said: “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.”
“Choosing Millie Bobby Brown as our first global ambassador was therefore a very deliberate step. 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. Together, we want to make hydration more relevant for a new generation and place it more naturally within modern lifestyles.”
Leagas Delaney CEO, Dirk Bittermann added: “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.”
