Highdive is making more waves—literally. The award-winning creative agency has unveiled a bold new global brand campaign for Culligan, the water filtration company that’s been in the hydration game for nearly a century.
Launching this week in the U.S. and Germany—and expanding to the U.K. later this quarter—“It’s Just Water, Until It’s Culligan” marks Culligan’s largest marketing investment to date, and its first coordinated international brand push.
In a world where hydration trends dominate TikTok and designer tumblers double as fashion statements, Culligan is flipping the narrative. Instead of focusing on the look of your water bottle, the campaign urges consumers to ask a more important question: What’s actually in your water? Watch below:
“You don’t deserve water you just live with—you deserve water you love,” said Jordan Hesslein, Director of Global Marketing Strategy at Culligan.
Built on the insight that although 3 in 4 people believe their tap water is safe, only 1 in 5 take the step to filter it, the campaign challenges complacency with a clean, concise truth: when it’s filtered by Culligan, it’s more than just water.
Created by Chicago-based Highdive, the campaign spans broadcast (including NBC’s TODAY Show), Peacock, Meta, out-of-home, and global digital channels. It’s a multi-market, multi-channel effort that crosses consumer, DTC, and B2B categories, with a unified message: don’t settle.
“This is a landmark campaign that transforms how people think about their water,” said Mark Gross, Co-Founder and Chief Creative Officer at Highdive. “That moment when someone realizes they’ve been settling—that’s what we captured.”
From aesthetic hydration trends to real-life health concerns, “It’s Just Water, Until It’s Culligan” taps into the growing awareness around water quality, reinforcing Culligan’s position not just as a household name—but a global force in premium hydration.
Stay tuned to Reel Chicago for more on this creative partnership—and what else Highdive is making a splash with next.
