07/14/2008

Brita to Explore Trademark Licensing Opportunities Through Product Licensing Partnership with Brand

LOS ANGELES, CA (July 14, 2008) – The Brita Products Company, a leader in water filtration systems, has signed a strategic licensing deal with Los Angeles-based new business development consultancy Brand Sense Partners (BSP). BSP is tasked with identifying and executing upon new licensed product and service opportunities for Brita that are consistent with the fresh, sustainable and healthful attributes for which the brand is known.

Brita’s line of products, including water pitchers, dispensers, refrigerator filters and faucet mount systems for the kitchen and bathroom, make it easier to enjoy great-tasting water by reducing substances that can contribute to bad taste or odor. In addition, Brita’s products support sustainable living by allowing consumers to enjoy refreshing drinking water without the waste of disposable plastic water bottles.

“Our goal at Brita is to energize and enrich people’s lives by providing better tap water as part of a healthful lifestyle,” said Steve Silberblatt, vice president of new business development and licensing at The Brita Products Company. “We are confident in BSP’s ability to extend our mission through the development of new licensed products and services that will make it more convenient and environmentally friendly for people to enjoy nature’s number one resource, made better by Brita.”

The company is embarking on the strategic licensing initiative as part of a continuing commitment to inspire wellness through increased water consumption by making available high-quality products and services that deliver better-tasting tap water when and where consumers need it.

“As Americans increasingly focus on their personal health and the health of the environment, a significant opportunity exists for Brita to extend into additional product categories that support more healthful and greener lifestyles,” said BSP’s President Ramez Toubassy. “BSP will explore strategic opportunities to expand the Brita brand while staying true to its leadership position in providing cleaner*, great-tasting and refreshing water.”

BSP currently acts as the brand extension partner for several other brands owned by The Clorox Company, Brita’s parent company, including Armor All, STP and Kingsford. BSP is responsible for strategic brand extension programs that include Armor All cleaning accessories & wiper blades, STP power tools & automotive accessories, and Kingsford charcoal barbecue grills & accessories.

Companies interested in partnership opportunities with the Brita brand should contact Brand Sense Partners at 310-867-7222.

* Certified to reduce lead. Substances removed or reduced may not be in all users’ water

About The Brita Products Company
The Brita Products Company, based in Oakland, Calif., is the leading maker of point-of-use water filtration products to improve the quality and taste of tap water. For more information on Brita and its products, contact 1-800-24-BRITA or visit www.brita.com or www.FilterForGood.com.

About Brand Sense Partners, LLC
Established in 2001, Brand Sense Partners, LLC (BSP) is a strategic new business development consultancy with an integrated turnkey infrastructure designed to execute the firm’s recommendations. BSP fosters growth in new categories of business for its clients by leveraging brand equity and other strategic assets. Clients focus on their core businesses while BSP’s team of industry experts develops the strategy through market research and in-depth analysis, negotiates the deals and manages the new lines of business. The BSP approach reduces capital costs, risk and time to market resulting in new, profitable and accelerated growth for its clients. Headquartered in Los Angeles, BSP manages more than 200 partnerships for its Fortune 500 clients with approximately $1.5 Billion in retail sales in the consumer products, media, technology, celebrity and fashion industries. For more information, please visit www.bsp.com.