BRITA's Slogans & Taglines

Brita GmbH is a German manufacturer of water filters headquartered in Taunusstein near Wiesbaden, Hesse. Founded in 1966 by Heinz Hankammer and named after his daughter, the company began by producing demineralized water filters for car batteries before launching the world’s first household water filter jug in 1970. Over the following decades, Brita expanded from residential filtration into professional-grade systems for commercial use, establishing an in-house cartridge recycling facility in 1992. Today, the family-run company operates in over 66 countries, offering water filter jugs, faucet systems, dispensers, and reusable bottles underpinned by MAXTRA and CLARITY filtration technologies.

The brand’s identity has long reflected its founder’s motto of clear, useful, and economical, emphasizing functional design and sustainability. In the late 2000s, the FilterForGood campaign introduced Drink Responsibly, positioning filtered water as an alternative to disposable plastic bottles. More recently, the tagline Great taste, less waste has distilled the brand promise into a concise consumer message that balances sensory appeal with environmental responsibility.