Culligan Brings Clarity to Hydration with Global Campaign Launch

Today, across the US and Germany Culligan have revealed first-ever global brand awareness campaign, 'It’s Just Water, Until It’s Culligan' with UK release coming later in the quarter.

This bold reintroduction reinforces Culligan’s expertise in providing access to cleaner, safer, better-tasting water. At a time when hydration has become more aesthetic than functional (think tumblers and TikToks), Culligan challenges consumers to awaken from their complacency and think about what’s actually in their water with a simple message – stop settling and start loving what you drink.

“It’s Just Water, Until It’s Culligan” will span B2C, DTC, and B2B.

The concern around water quality is on the rise. 3 in 4 believe their tap water is safe, but only 1 in 5 filter it.

Jordan Hesslein, Culligan director of global marketing strategy commented, “At Culligan, we believe everyone deserves to experience cleaner, safer and better-tasting water with certified Culligan filtration. Too often, consumers are settling for less, not because they are intentionally choosing so, but because they are set in their routine and do not realise what contaminants can be lurking in their water. With our new campaign, we’re breaking through that behavior – our day-to-day complacency with drinking water, showing that you don’t deserve water you just live with, you deserve water you love. Every single sip should be that good.”

Mark Gross, Highdive co-founder and chief creative officer commented, "We're thrilled to partner with Culligan on this landmark campaign that transforms how people think about their water. 'It's Just Water, Until It's Culligan' captures that perfect moment of realisation when consumers discover they don't have to settle for ordinary water - it awakens people from complacency about something they use every day but rarely consider."