Moen: Who Designs For Water?
Moen, the faucet brand we often take for granted, needed a transformation. Their previous tagline, “Buy it for looks. Buy it for life,” just wasn’t cutting it anymore. With competitors dominating the design space and the "for life" message being warranty standard in the category, Moen needed to own its rightful place.
What we discovered through research was that Moen’s true strength was in water. With 1.5 trillion gallons of fresh water flowing through Moen faucets every year, Moen was the world’s #1 faucet brand. And that gave us the perfect foundation to reposition the brand as “A Hero for Beautiful Water.”
The campaign highlighted Moen's continued leadership in water innovation, rooted in founder Al Moen's pioneering legacy. His vision established a company that consistently advanced faucet and shower design.
Water shapes our lives in ways we don’t always see, from the natural world to the way we design buildings and cities. With this insight, we created the new tagline, “Water designs our life. Who designs for water?”
Launched across broadcast, streaming, print, digital, the campaign went beyond advertising to influence the brand’s internal culture. The impact was so significant that it led to mergers and acquisitions as well as a new internal position appropriately titled “Water Director.”
The work led to increased awareness, significant improvement in brand sentiment, and increased sales. Social media and online engagement saw increases as well, as consumers began to see Moen as a true leader in water innovation.
Our success also led to a deeper collaboration with Moen’s parent company, Fortune Brands, and their subsidiaries. Eventually inspiring the renaming of the Global Pluming Group LLC to Water Innovations.
We also revamped the Moen Instagram account and organically grew the follower base by 19,000 over a period of 2 years.
Moen: Water Director
The recruitment campaign started with a New York Times back page ad and spread via LinkedIn and other social channels.
100’s of submissions.
One double major from MIT selected.
”Nina Kshetry is an environmental engineer who holds bachelor’s and master’s degrees from MIT. Her expertise is in water and wastewater management, intelligent water systems, and clean energy.”
This announcement coincided with the launch of the Moen Water Census, a socially led Q&A, which helped change people’s perception about the impact water has on our daily lives.