Brita Partners With Kyle Richards for Amazon Live Prime Day Activation
The Clorox Co.'s Brita brand teamed with Bravo personality Kyle Richards for an Amazon Live event leading into Prime Day.
The brand chose Richards because she's an experienced Amazon Live host. Past livestreams that Richards hosted resulted in strong engagement and performance.
The June 15 activation blended social-first storytelling with commerce. Richards casually chatted with viewers as she organized her refrigerator, sharing how she uses Brita-filtered water — to hydrate, brew coffee and boil pasta.
During the livestream, Richards talked about the benefits of using Brita pitchers, including how they:
- Help keep plastic bottles out of landfills,
- Filter out contaminants,
- Make water taste better, and
- Are easy to maintain (with filters needing replacement every six months).
"The Real Housewives of Beverly Hills" cast member also focused on different pitchers and dispensers and the various needs they can serve. The Brita Ultramax 27-cup dispenser, for example, can serve the whole family's hydration needs.
Assets from the activation will reach beyond the livestream through Amazon-owned placements, paid social and paid online video to make the most of reach and impact.
Prime Day was a four-day event this year, running a few weeks earlier for 2026, from June 23-26. According to data firm Adobe Analytics, this year's Prime Day spending in the U.S. topped $26.4 billion.
