Brita is eager to find out whether an NBA star's endorsement can do for water filters what it has done over the years for everything from soft drinks and sports drinks to apparel and restaurants.
The brand has debuted a new 30-second spot featuring the athlete. In it, Mr. Curry is surrounded by water as he takes shots on a CGI-infused basketball court and talks about water. Another one of his endorsements can be spotted in the Brita commercial, as he dribbles an Under Armour basketball, and wears that brand's clothing. "You are what you drink," he says near the end of the commercial, after taking a sip of water from a glass with the Brita logo on it.
The Clorox brand surprised some basketball fans when it announced that Golden State Warriors star Stephen Curry would promote its water filters, and the idea of drinking more water in general, rather than teaming up with a larger beverage brand.
"He's really a great role model for that millennial consumer, and that's a direction that we want to make sure Brita is moving against effectively," said Jon Schlesinger, Brita's VP-marketing.
This week, Mr. Curry appeared at an Oakland, Calif., school to speak with students about the benefits of drinking water. Brita also announced a contest for people to come up with ideas for commercials about water, with the winning spot, set to air later this year, featuring Mr. Curry.
The moves come as Brita tries to grow usage of its filters, especially among the younger crowd that Mr. Curry appeals to.
Read more about the effort on Adage.com.