BRITA, the Global leader in water filtration has launched their ‘World of Water’ vision with an innovative store-in-store roadshow concept which has boosted retail sales by over 190%. The initiative showcases the broad range of products that now feature BRITA filtration in a sophisticated, engaging and entertaining manner. The BRITA store-in-store has delivered exceptional results, creating immediate consumer intrigue and attention and driving significant incremental sales.

As part of the company’s long term category investment and in store consumer education, BRITA will stage 5 roadshow events within key Costco depots, each lasting 14 days. Each roadshow features BRITA partnership brands such as Bosch, Breville, Morphy Richards and Samsung, alongside BRITA’s core jug and cartridge products and innovative filter tap range. The unique events provide a highly tangible consumer experience and demonstrate BRITA’s exceptional filter performance. Consumers are given the opportunity to see, smell and taste the noticeable difference BRITA filtration makes for hot and cold drinks alike with complementary Tassimo drinks and chilled water samples.

BRITA’s store-in-store promises to surprise and provoke fresh consideration from thousands of consumers who visit and learn about BRITA’s extensive range of products.

Clive Seabrook, Managing Director of BRITA Water Filter systems UK Ltd comments, ‘The ‘BRITA World of Water’ roadshow has proven to be extremely successful in delighting consumers and driving sales. This demonstrates that the ‘World of Water’ category initiative is truly harnessing the energy of product showcasing, offering an enhanced in-store experience and effective in-store investment for retailers.’

The BRITA roadshow will be running in 2011 at the following Costco stores:

Thurrock – 6th – 19th Jan

Chingford – 26th Jan – 9th Feb

Watford – 17th Feb – 2nd March

Milton Keynes – 10th – 23rd March

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