Moen launched its new brand platform “Must Be A Moen” with a campaign grounded in a simple, undeniable truth: while life is messy, emotional and occasionally gross, we all expect water to be there to help clean it up. Moen makes fixtures intended to always deliver “for anyone who relies on water,” which is pretty much any human that breathes.
Developed in partnership with creative agency Quality Meats, the campaign counters the category’s marketing norms, presenting a home as a place people actually live rather than a sterile museum with pristine countertops, perfect lighting and spaces designed to be seen rather than touched, and emphasizes water as a basic everyday necessity.
Moen’s new campaign highlights those everyday water moments — like when you’re shaving your legs in positions that defy logic, or touching raw meat and your hands are suddenly a contaminated threat, or washing off your makeup while simultaneously pulling yourself together. At its center is a very basic insight: life is unpredictable, and Moen is predictably good, thoughtfully designed and precisely engineered. It is built to perform under pressure and belong in a space you are proud to call your own.
“People don’t wake up thinking about their faucets and showerheads,” said Myra Nussbaum, vice president of marketing at Moen. “They want it to work. Every time. Without thinking about it. While looking great. That’s the job.”
The campaign was directed by Daniel Lundh and produced by Epoch, bringing a distinct visual sensibility that balances cinematic craft and nuanced performance with lived-in realism. The result is a world where design and function coexist, the way they should in any well-made home.
The campaign includes a series of films featuring different people who rely on water for different reasons, proclaiming why their Moen faucet is perfect for their highly specific everyday situation. For example, a woman washing off streaked makeup points out how the temperature control on her Moen faucet is “perfect for moms cleaning up their makeup after ugly-crying from dropping their babies off at pre-school.” Or a man using his faucet’s touchless sensor while making meatballs and now has sticky meatball hands proclaiming “nothing in your kitchen deserves meatball hands.”
“We like the notion of seeing people stereotype themselves but in highly specific ways,” said Brian Siedband, co-founder and co-chief creative officer at Quality Meats. “We all use water every day for different reasons, it’s something everyone with a heartbeat has in common.”
All of it builds to a single, simple line: For anyone who relies on water, it “Must Be A Moen.”
The new campaign will roll out across broadcast, digital, social, retail and audio, marking a shift in how Moen shows up in culture and in the home. It kicks off the new brand platform Must Be A Moen and will be the north star for every touchpoint of the business, from consumer marketing to trade and B2B communications.
Throughout the year, Moen will bring the campaign to life in attention-demanding, culture-disrupting ways for anyone who relies on water.
