My idea is to for Brita to team up with refrigerator companies and put your filtering system in the doors of the refrigerators so that when you push your glass against the door to get some cold water you get the fresh and crsip filtered water that everyone loves from Brita. The fijlter can also be on the side that makes the ice cubes so you could get a ice cold glass of juice, milk or soda's with Brita cubes of ice in every glass.