It's All FilterForGood(SM) at The Sundance Film Festival

Brita and Nalgene Help 2009 Festival Eliminate Need for 50,000 Plastic Water Bottles

PARK CITY, UT--(Marketwire - January 13, 2009) - The environment will play a starring role at the 2009 Sundance Film Festival, the first major film festival to partner with FilterForGood, a campaign to reduce bottled water waste. Brita and Nalgene will provide free FilterForGood™ reusable bottles attendees can fill at Brita Hydration Stations located throughout the festival. Through these small changes, the festival will eliminate the complimentary distribution of single-serve bottles of water, which totaled 50,000 last year, for the first time in its history. The 25th Sundance Film Festival runs January 15-25, 2009 in Park City, Salt Lake City, Ogden and Sundance, Utah.

Americans throw away about 38 billion plastic water bottles each year,(1) where the bottles could sit in landfills for up to 1,000 years before biodegrading.(2) The FilterForGood campaign began in 2007 as part of Brita and Nalgene's mission to reduce bottled water waste by offering a greener solution to healthier*, great-tasting water at home and on the go. Through the Web site, users can pledge to switch to a reusable Nalgene water bottle filled with Brita filtered water. To date, an estimated more than 110 million bottles have been saved thanks to those who took the FilterForGood pledge. For around $10, you can also purchase the iconic green FilterForGood Nalgene bottle, just like the ones filmgoers and celebrities at the festival will be carrying.

"Sundance Institute is committed to reducing our environmental impact during the festival and throughout the year," said Jill Miller, Managing Director of The Sundance Institute. "Thanks to Brita and Nalgene, we will reduce the need for 50,000 bottles of water at the 2009 Sundance Film Festival and we hope to be completely bottled water-free in 2010."

Viewers at home can learn more about FilterForGood and other simple eco-friendly tips on the Sundance Channel. Brita will be featured in an episode of the channel's "Spotlight" series and will capture the excitement of the festival in a series of vignettes, scheduled to air throughout 2009 and early 2010.

This is not the first time FilterForGood has made an impact in the world of entertainment. NBC's top rated reality show "The Biggest Loser" (Tuesdays, 8/7 C) eliminated bottled water from the set for the last two seasons. Contestants, trainers and crew switched to FilterForGood Nalgene bottles and Brita water, resulting in a savings of more than 64,000 disposable bottles being used and potentially landfilled. That equals substantial cost savings too, since Brita water costs just pennies per gallon.

"The FilterForGood campaign not only benefits the environment by reducing plastic bottle waste and resource consumption, but it also saves money by cutting out the expense of bottled water," said Drew McGowan, Brita Senior Group Manager. "From homes to film sets and festivals, leveraging this eco-friendly initiative could help groups stay within budget, especially during tough economic times."

Now it is easy for any organization to support the FilterForGood campaign. Get a personalized recommendation on the products that will work best for your organization, like Brita pitchers for conference rooms and Brita faucet filtration systems for kitchen sinks at work, and even customize FilterForGood bottles with your group's logo. Visit to learn more.

For more information visit: and

*Brita pitcher and faucet-mount systems are certified to reduce Lead.

Substances reduced may not be in all users' water.

(1) Fishman, Charles. "Message in a Bottle." Fast Company Magazine July 2007: 110.

(2) Arnold, Emily, and Janet Larsen. "Bottled Water: Pouring Resources Down the Drain." Earth Policy Institute. 2 Feb. 2006. 28 June 2007.

About The Clorox Company

The Clorox Company is a leading manufacturer and marketer of consumer products with fiscal year 2008 revenues of $5.3 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works™ natural cleaners, Armor All® and STP® auto-care products, Fresh Step® and Scoop Away® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration systems, Glad® bags, wraps and containers, and Burt's Bees® natural personal care products. With approximately 8,300 employees worldwide, the company manufactures products in more than two dozen countries and markets them in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $73.4 million to nonprofit organizations, schools and colleges. In fiscal 2008 alone, the foundation awarded $3.7 million in cash grants, and Clorox made product donations valued at $5.3 million. For more information about Clorox, visit

About NALGENE Outdoor

Nalgene Outdoor Products is based in Rochester, New York. Founded in 1949 as a manufacturer of the first plastic pipette holder, the company soon expanded its product line to include state-of-the-art polyethylene labware under the NALGENE brand. By the 1970s, outdoor enthusiasts had discovered the taste and odor-resistant, leakproof and rugged properties of NALGENE's large selection of plastic containers. In response to this emerging demand, the NALGENE Consumer Products Division was formed. Today, Nalgene offers more than eight different product lines in seven different BPA free materials -- the largest bottle offering on the market today. For more information, contact NALGENE Consumer Products or visit our websites at and Nalgene: A Great Choice, made in the USA, Since 1949.

Sundance Film Festival

The Sundance Film Festival is the premier showcase for U.S. and international independent film, held each January in and around Park City, Utah. Presenting 120 dramatic and documentary feature-length films in seven distinct categories, and 80 short films each year, the Sundance Film Festival has introduced American audiences to some of the most ground-breaking films of the past two decades, including "Sex Lies and Videotape," "Maria Full of Grace," "Hedwig and the Angry Inch," "An Inconvenient Truth," "Trouble the Water" and "Central Station."

Sundance Institute

Founded by Robert Redford in 1981, Sundance Institute is a not-for-profit organization that fosters the development of original storytelling in film and theatre, and presents the annual Sundance Film Festival. Internationally recognized for its artistic development programs for directors, screenwriters, producers, film composers, playwrights and theatre artists, Sundance Institute has nurtured such projects as "Angels in America," "Spring Awakening," "Boys Don't Cry" and "Born into Brothels."

Contact Information: Accredited Media Inquiries Only: Lisa Ptak Edelman 312-240-2752 Drew McGowan Brita 510-271-7499 Amy McGee Sundance Film Festival 310-492-2333 Note: Vendor or solicitation calls will not be returned Consumer Inquiries: The Clorox Company 1-800-24-BRITA

Iconic FilterForGood Nalgene bottle