With the launch of its new global campaign “Own Your Thing,” which will officially roll out on May 7, 2026, BRITA takes the next step in its brand transformation and introduces actress and entrepreneur Millie Bobby Brown as the company’s first global brand ambassador. The partnership is designed to connect BRITA’s long-standing expertise in water filtration with a culturally relevant narrative around hydration that resonates with younger audiences worldwide.
Under the campaign platform “Own Your Thing,” BRITA reframes hydration as more than a functional necessity – positioning it as part of modern selfcare and conscious everyday routines. The idea builds on the brand’s global belief “Drink better. Do better.” and sets the stage for BRITA’s broader evolution.
From Functional Performance to Cultural Relevance
For decades, BRITA has stood for filtration technology and product quality. Today, the company is evolving its brand from a purely functional product expert toward a purpose-driven lifestyle brand that places hydration within the context of modern daily life.
A key part of this evolution is a stronger focus on younger audiences as a new demand. 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 translates these cultural shifts into a clear narrative around hydration – positioning it as a simple habit that supports clarity, balance and an active lifestyle. The platform encourages people to define their own routines and stay true to themselves.
Millie Bobby Brown represents exactly this mindset. As an actress, entrepreneur and global role model for Gen Z audiences, she embodies the authenticity, individuality and self-determination that shape the campaign’s positioning. Alongside her work in film and television, she advocates for mental health and education as the youngest ever UNICEF Goodwill Ambassador. In the campaign, she appears in authentic moments from her everyday life, where hydration becomes part of simple daily routines.
A Globally Orchestrated Campaign
The campaign is rolled out across markets in EMEA and APAC. Its media strategy centers 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 Delaney, and developed the media guidelines for international markets while ensuring their consistent implementation. 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.
Scaling a Modern Hydration Narrative
BRITA, one of the leading companies in water filtration solutions, based in Taunusstein, Germany, operates in more than seventy countries. The worldwide rollout marks the company’s first fully simultaneously coordinated international brand campaign and a milestone in its brand evolution.
Maren Huth, Director Global Brand Strategy & Experience at BRITA, says:
“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.”
Dirk Bittermann, CEO of Leagas Delaney adds:
“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. “
Through a globally orchestrated activation across markets and channels, BRITA aims to increase international brand awareness, strengthen emotional brand equity and create a scalable foundation for long-term growth.
