Marketing Magic: Moen gets real
<p>In a brand new ad campaign, Moen is examining the personal stories that go into a plumbing fixture choice.</p>
Moen is getting up close and personal with its newest ad campaign.
Developed by agency Havas Chicago, the ad spots focus on real-life moments that reveal the personal motivations that go into a plumbing fixture choice.
"Brand-developed content can often look staged and far from the reality of everyday life. Our goal was to create a campaign full of heartfelt scenarios that would strike a chord with viewers. We effectively accomplished this task by looking at how some of life's real moments come from our daily interactions with water," said Ecole Weinstein, group creative director, Havas.
The campaign is geared toward connecting the brand with millennial, centennial and multicultural buyers.
"At Moen, we know people have strong emotions and memories tied to water and it's our job to make those experiences meaningful," said Tim McDonough, VP global brand marketing, Moen. "This new campaign captures moments everyone can relate to... a new dad soothing his baby during bath time, trying to get a moment to yourself in the shower or a grandfather teaching his grandson how to install a bathroom faucet. We've all heard Moen's tagline 'Buy it for Looks. Buy it for Life,' but this campaign brings this phrase to life in a very real way for everyone from a toddler to a stay-at-home dad."
Developed by agency Havas Chicago, the ad spots focus on real-life moments that reveal the personal motivations that go into a plumbing fixture choice.
"Brand-developed content can often look staged and far from the reality of everyday life. Our goal was to create a campaign full of heartfelt scenarios that would strike a chord with viewers. We effectively accomplished this task by looking at how some of life's real moments come from our daily interactions with water," said Ecole Weinstein, group creative director, Havas.
The campaign is geared toward connecting the brand with millennial, centennial and multicultural buyers.
"At Moen, we know people have strong emotions and memories tied to water and it's our job to make those experiences meaningful," said Tim McDonough, VP global brand marketing, Moen. "This new campaign captures moments everyone can relate to... a new dad soothing his baby during bath time, trying to get a moment to yourself in the shower or a grandfather teaching his grandson how to install a bathroom faucet. We've all heard Moen's tagline 'Buy it for Looks. Buy it for Life,' but this campaign brings this phrase to life in a very real way for everyone from a toddler to a stay-at-home dad."
