Brita tapped Millie Bobby Brown as its first global brand ambassador. The campaign, called “Own Your Thing,” is all about hydration as a part of a self-care routine (which is very much in tune with how Gen Z thinks about wellness). In fact, YPulse’s Western Europe Health and Fitness data shows 46% of 13-39-year-old Europeans say they want to see brands show wellness as self-care. As part of its push to draw in young consumers, Brita’s campaign takes on an authentic vibe that is less about what their product does but more centered on what their brand is about. They’ve recruited Brown to represent this mindset, showcasing moments from her everyday life, where an emphasis on hydration remains part of her daily routine. (Roastbrief)
👀 Read more from YPulse: 3 Wellness Trends Young Europeans Are Interested In Trying Now
