Festival-Goers to "Filter for Good" at the 2010 Sundance Film Festival to Help Reduce Bottled Water Waste

PARK CITY, UT--(Marketwire - January 7, 2010) - The Sundance Film Festival is again putting the spotlight on Mother Earth as it reduces bottled water waste with the help of FilterForGood. This year FilterForGood, a partnership between Brita and Nalgene, continues to raise awareness of how simple changes such as filling a reusable bottle with filtered tap water can make a big difference in people's lives and the environment.

Americans purchase billions of plastic water bottles each year. As one Brita pitcher filter can replace as many as 300 16.9 oz. bottles of water, switching from bottled water to a reusable bottle filled with filtered tap water is an environmentally responsible choice and a great way to save money. For the second year, FilterForGood will provide Brita-filtered water and reusable FilterForGood Nalgene bottles to Festival attendees, helping eliminate the need for bottled water. With Brita's help, more than 40,000 Festival attendees can start making an immediate difference by carrying their limited-edition FilterForGood Nalgene bottles and refilling at Brita Hydration Hubs located throughout the Festival.

"The Sundance Film Festival is committed to reducing our carbon footprint, and reducing bottled water is one of the simplest ways to do that," said Sarah Pearce, Director of Festival Operations for the Sundance Film Festival. "Seeing thousands of people at the Festival last year walking around with FilterForGood Nalgene bottles showed us how passionate our attendees are about making positive choices, and we want to continue to offer them such opportunities."

Recently FilterForGood teamed up with the Surfrider Foundation, a grassroots organization created to promote the importance of clean water. Together, FilterForGood and Surfrider hope to "connect the drops" by raising awareness of how small steps, such as ditching bottled water, can make a big difference for the environment. The organization is bringing the message to the Sundance Film Festival that all water is connected and it's up to individuals to make positive choices to preserve the quality and integrity of the global water supply.

"The Surfrider Foundation is renowned for its commitment to keeping America's oceans, waves and beaches clean, but we also understand the importance of maintaining clean, healthy inland waterways because of their key role in the hydrological cycle," said Matt McClain, Surfrider Foundation's Director of Marketing Communications. "By working with FilterForGood, we can make a greater impact, so we all have cleaner water to drink, surf in and enjoy."

To further spread the FilterForGood message this year at the Festival, Brita and Nalgene will join forces with GRAMMY nominated country music trio Lady Antebellum. Lady Antebellum has been a FilterForGood fan for months, using FilterForGood Naglene bottles and Brita filtration systems on their tour buses as they've toured the country. "We are committed to make small changes in our every day lives that we know will go a long way. Kicking the bottled water habit on tour was an obvious step in an effort to do our part... thanks to FilterForGood," said Lady A's Dave Haywood. Lady Antebellum will perform at an exclusive invite only event sponsored by FilterForGood at The Stanfield Gallery on Main Street Saturday, January 23, 2010. For more information, visit the Brita Hydration Hub at Sundance House on Main Street or contact lisa.ptak@edelman.com.

FilterForGood

Each year, Americans purchase billions plastic water bottles. Aside from the environmental impact of all that waste, Americans are spending a great deal on bottled water. Brita partnered with Nalgene to launch the FilterForGood campaign, which encourages people to reduce their bottled water waste by switching to reusable bottles filled with filtered water. Since the campaign launched in 2007, more than 162,000 people have taken the pledge to reduce their bottled water waste, keeping an estimated 170 million disposable bottles out of landfills. Visit filterforgood.com to learn how you can make a difference.

Contact Information: Press Contacts: Lisa Ptak Edelman 312.240.2752 Lisa.ptak@edelman.com Drew McGowan Brita 510.271.7499 drew.mcgowan@clorox.com Consumer Inquiries: The Clorox Company 1-800-24-BRITA www.brita.com/us/contact-brita For more on Brita visit: http://www.filterforgood.com http://www.facebook.com/BritaFilterForGood http://www.twitter.com/FilterForGood