MOEN CANADA LAUNCHES NEW ADVERTISING CAMPAIGN FOCUSING ON EVERYDAY, REAL-LIFE MOMENTS
Oakville, Ontario... Think about the first faucet or showerhead you purchased. Did you buy it to bathe your newborn, clean your little one's sticky fingers or perhaps wash your favourite four-legged friend? Maybe you just liked the look? Moen, the number one faucet brand in Canada, has recently launched a new ad campaign in Canada and the U.S. that shines a spotlight on the personal motivations behind choosing a plumbing fixture or accessory, asking consumers to explore their reasons for choosing Moen.
The campaign is the brainchild of award-winning agency Havas Chicago -- Moen's lead strategic brand and media agency of record. Havas Chicago created advertising spots that represent real-life moments to connect the brand with millennial and centennial consumers as well as multicultural buyers.
"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.
"At Moen, we know people have strong emotions and memories tied to water and it's our job to make those experiences meaningful," said Garry Scott, vice president, wholesale marketing and brand development, Moen Canada. "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."
The new TV, print and digital campaign launched in September across several Canadian media outlets. Short videos have been produced, as well; designed to reach shoppers online. Check out the active campaign elements at moen.ca/buyitfor.