Culligan Water Launches First National Brand Campaign Cary Elwes of Cult Classic Movie Fame Reintroduces #AsYouWish During Golden Globes
Jan 05, 2018, 02:29 ET
ROSEMONT, Ill., Jan. 5, 2018 /PRNewswire/ -- Culligan will debut its first national brand campaign during the 75th Golden Globe Awards. The spot will feature Cary Elwes reviving his famous "as you wish" line from the cinematic cult-classic fairy tale The Princess Bride. Watch the spot: https://youtu.be/b9Sy6YLmcf0 The Golden Globes presence helps kick off a multi-year, multi-channel brand campaign that reintroduces the brand as Culligan Water, the modern day experts in water for your whole-home.
Thirty years later, Elwes is now a real-life father who wants to provide the best for his children, including clean water for his family's home. The television spot, created by Fallon, shows Elwes playing into his famed character, Westley. When his daughter asks for things around the home such as a bubble bath and super-clean ice cubes, he obliges with the iconic "as you wish."
Like a good father, he wants what is best for his daughter, including pure water that makes great food, soft clothes and almost entirely particle-free, incredible-tasting drinking water.
"We imagined Westley wanting to give the princess the purest water that is cleaner, softer, and downright delicious," said Larry Holzman, Senior Vice President, Culligan North American Franchise. "Our whole home filtration system allows people to have the best water throughout their homes for those they love, by giving them all the benefits of Culligan water. Anything less would be, well, inconceivable!"
For fans of The Princess Bride and Culligan during the Golden Globes, Culligan Water will execute a multi-channel campaign where people can join in the fun reliving the notable one-liners using #AsYouWish in social media and with a custom Amazon Alexa Skill supporting the campaign. Customers can enable the skill from the Alexa Skills store on the Amazon website, or by saying "enable Culligan Water skill."
During the Golden Globes, Culligan will kick off this multi-channel campaign effort and rebrand. The Culligan brand has been known in homes across the country because of "Hey Culligan Man!" for 59 years. But in 2018, the brand is looking to evolve and modernize for current and prospective customers. Water is central to so much of our home lives—cooking, showering, brushing our teeth and, yes, drinking it, so Culligan wants to make the case that even if you don't mind drinking from the water hose, you probably would give your loved ones in your home the very best water possible. The campaign idea, "You Could Give Your People Culligan Water," will be extended across National TV in North America and surrounded with print, streaming audio, digital and social.
"'As you wish,' is more than a famous movie quote. It conveys a timeless, human truth that people will do anything for those they love," said Rick Utzinger, Creative Director at Fallon. "Water touches everything in the home from skin, to hair, to food, clothes and pets. So if you could give your people cleaner, safer Culligan Water, why wouldn't you? I'd like to note that in my home pets are people too."
The Golden Globes provided the opportunity to borrow equity from the cult movie classic still relevant in pop culture today. The detour into pop culture on one of Hollywood's biggest nights begins a yearlong Culligan campaign to make the water filtration brand more meaningful to people and build enthusiasm for the brand.
Fallon began working with Culligan Water last summer, providing bundled services in media planning and buying, strategy and creative. This brand relaunch marks its first national advertising campaign in 50 years.
About Fallon
Fallon Worldwide is a Minneapolis-based advertising agency that's part of Publicis Communications, the hub of creative agencies within Paris-based Publicis Groupe S.A. Fallon clients include Arby's, Comedy Central, H&R Block, Loctite and Danonewave. Fallon Worldwide is one of the world's most critically acclaimed creativity companies, delivering breakthrough ideas for some of the world's leading brands. Additional information can be found at www.fallon.com.
About Culligan
Founded in 1936 by Emmett Culligan, Culligan International is a world leader in delivering water solutions that will improve the lives of their customers. The company offers some of the most technologically advanced, state-of-the-art water filtration products. Culligan's products include water softeners, drinking water systems, whole-house systems and solutions for business. Culligan's network of franchise dealers is the largest in the world, with over 800 dealers in 90 countries. Many Culligan dealers have valuable equity in their communities as multigenerational family owners of their franchises. For more information visit: www.culligan.com.
SOURCE Culligan International