Culligan "Water You Love" 

 

This campaign started as a pitch I’ll never forget, because it wasn’t the usual brief. It was about something real. A global crisis hiding in plain sight. Most people think tap water is harmless - if it smells fine, and tastes okay, it’s clean. But it’s not. It’s full of forever chemicals and hidden contaminants. Culligan, the largest water filtration company in the world, already had the solution -  filters for every sink, every shower, every bottle. They just needed people to realize why it mattered.

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Issue: Most people assume their water is clean just because it looks, smells, or tastes fine, but it's not. 

Insight: Consumers think clean is the default, when in reality, it’s complacency.

Idea: “It’s Just Water, Until It’s Culligan” is a bold global campaign that wakes people up to what’s really in their water and repositions Culligan as the difference between just drinking and truly loving what you drink.

Impact: Culligan’s largest international brand campaign to date - driving awareness across B2C, DTC, and B2B  and redefining what “clean water” means. Because once you’ve tasted Culligan, everything else is just… water.