The home and bath category is rife with generic lifestyle imagery. For years Moen played into these conventions and began to lose it’s competitive edge and market share.

To engineer a change, we re-focused Moen on the one thing that set them apart - design. Since Al Moen invented the idea of a separate handle for hot water, Moen has thought about water differently, Not only about the products they make but the pivotal role water plays in designing our daily life. 

This thinking led us to a new strategic call-to-action and creative campaign that has helped successfully reposition the brand, both amongst the competitive set and internally as well.