Culligan: For the Love of Water

Culligan was tasting a bit bland. As part of a global RFP, they tapped MSL to develop an integrated, social-by-design campaign that would catapult them into pop culture.

My Role: Creative

Leveraging a turn of phrase, A-list talent, and divisive social banter, I developed an over arching campaign as well as supplemental creative ideas.

Manifesto:

Whether it’s neat or on the rocks. A splash of lemon or plain. Shaken or stirred. Eight glasses of water a day keeps the doctor away. And don’t forget benefits such as dewy skin, healthy hair, loads of energy and more.

But the reality is most people don’t know what’s in their water let alone how harmful it can be. In fact, all water is filled with contaminants; forcing consumers to drink water mistrustingly.

Not anymore. Culligan wants to give consumers confidence in their water. Because, for the love of water, you shouldn’t drink water cautiously. You should…

Additional Creative Ideas: