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 find its own voice.
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 in the U.S., Moen is the world’s #1 faucet brand. And that gave us the perfect foundation to reposition the brand: Moen is “A Hero for Beautiful Water.”
The campaign was built around Moen’s expertise and leadership in water innovation. 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?”
The campaign launched across multiple channels, broadcast, streaming, print, digital, and went beyond advertising to influence the brand’s internal culture. The campaign’s impact was so significant that it even led to the creation of a new position, a Water Director.
The results were undeniable. Increased awareness, brand sentiment improved significantly, and sales grew. Social media and online engagement saw impressive increases, as consumers began to see Moen as a true leader in water innovation.
This success also led to a deeper collaboration with Moen’s parent company, Fortune Brands, and their subsidiaries. Eventually inspiring the renaming the Global Pluming Group LLC to Water Innovations.
We revamped the Moen Instagram account and organically grew the follower base by 19,000 over a period of 2 years.