• ClickZ, Friday, May 22, 2009 10:15 AM

Brita, the water filter manufacturer, has become the first advertiser to sponsor streaming of a new album on Internet radio site Pandora. Starting Tuesday, the company's ads will support free streaming of the Dave Matthews Band's new album, "Big Whiskey and the GrooGrux King," for a full week before the album is officially released.

Brita's "Filter for Good" campaign, urging consumers to refill reusable water bottles with tap water cleansed by Brita filters, will include homepage takeover tuner skins, mobile banner ads, a special Brita-branded online radio station featuring Dave Matthew's Band music, and a custom landing page with links to a pledge form. Listeners who sign the form will receive Brita filter coupons and be able to buy a Nalgene reusable water bottle.

Other national brands advertising on Pandora include Hewlett-Packard, Microsoft, Honda, Procter & Gamble and Nike.

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