The Brita Water Filter System, a portable water filter system from The Clorox Company, is a household name today. But back when it first entered the market, public confidence in tap water was at an all time low. Clorox retained the agency to pilot test the product in Southern California, with the goal of changing the behavior of bottled-water-obsessed consumers. Through an experiential sampling program and a specially designed “Brita Water Cart,” managed by a “Brita Water Patrol” that showed up where bottled waters did — at sports events, marathons, home shows, trade shows, etc. — coupled with our national media campaign focused on health and wellness, sales increased by 26 percent in nine months. Our product launch campaign had unleashed the powerful “word-of-mouth” tool.