Case Study for Agency
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Case Study: Culligan

Situation:

Culligan is a premier global water treatment and services company,
with operations in over 90 countries, 850 exclusive dealerships in the
U.S., and over 1,200 worldwide. It is the leading U.S. manufacturer of
water softeners and drinking water systems.

Marketing Challenge

Š Become a mega-brand to survive in an increasingly competitive market.
The water treatment category exploded with new entries from
Clorox, Teledyne, Pur, and a host of smaller players. Culligan,
primarily viewed as a regional water softener, needed to quickly assert
itself as a leading provider of total water treatment solutions.

Application of Solutions:

Our "Water for Life" Campaign allowed us to reposition Culligan as a
global water solutions company, as opposed to a local/regional water
company. The campaign’s heartwarming, uplifting anthem, laced with the
refrain, "Water for Life," allowed us to make an emotional connection
to the consumer, and to seize ownership of the "pure water" category.

The campaign featured the many uses and applications of water, and the
important role it plays in our lives. The integrated communications
strategy included television (as well as direct response TV), print,
radio, outdoor, direct mail, public relations, and sales collateral.

Results:

Š Pre and post tracking research revealed a 19 point gain in unaided
consumer awareness after the first six months of the campaign (from 47%
to 66%).
Š An independent survey by Bear-Sterns investment firm noted that 83%
of dealers mentioned the corporate advertising (unprompted) as the best
initiative undertaken by Culligan that year (the next highest was at
17%).
Š U.S. dealer sales exceeded prior year by 7%.