Brita ditches derided married couple

The much-mocked couple recruited to promote Brita water filters is being killed off after six years as part of a makeover of the company's UK advertising.

The couple has been ditched in favour of a new national TV campaign breaking on Sunday. The new work takes a more emotional approach, focusing on how water integrates into people's lifestyles, under the theme: "It's clear from the taste."

Da Costa & Co, the agency that produced both the original campaign and the follow-up, denied that the constant panning of the advertising had led to the change of tactics.

Both the agency and client claim that the new campaign, more than a year in the planning, was a natural evolution from the debut work, which had succeeded in educating consumers about water filters.

Brita said the advertising had turned its filters from marginal products into sharing equal status alongside kettles and toasters in one in five UK households.

Its previous films had the dubious distinction of being named Campaign's Turkey of the Week twice last year, and sustained heavy flak for their unrealistic portrayal of modern life.

Nick da Costa, the agency's managing director, who created and wrote the new campaign, said: "While I'm desperately sad to be checking out of the Hall of Shame, if the new campaign serves the brand as well as the old one did, everyone at the agency and Brita will be very happy indeed."

The new campaign was directed by Tom and Charles Guard through Rogue Films. Media is through MediaCom.