• by Danielle Oster , April 24, 2025

Water filtration brand Culligan is premiering its first global brand awareness campaign,  “It’s Just Water, Until It’s Culligan,” across the U.S. and Germany. Designed to “reintroduce “ Culligan as a leader in providing access to cleaner, safer, and better-tasting water, according to a release, the campaign confronts consumers with a message asking them to consider what’s in their water. Culligan partnered with the creative agency Highdive.

The campaign is running across B2C, D2C, and B2B audiences, and the brand’s largest-ever media buy includes placement during “The Today Show,” and across channels including Peacock, Meta, and OOH.

“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 realize what contaminants can be lurking in their water,” Culligan Director of Global Marketing Strategy Jordan Hesslein said in a statement. “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.”

The approach comes amid increasing awareness of water contaminants. A recent Environmental Working Group Tap Water Database report looked at water quality data from almost 50,000 water systems across the country, and identified 324 contaminants in drinking water -- finding detectable levels across nearly all community water systems. According to the report, only around one in five people filter their water to remove such contaminants.

Following the launch in Germany and the U.S., the campaign will expand later this quarter to the United Kingdom.