What is Sales and Marketing Strategy of Culligan International Company?

Digital strategies are central to the company's outreach, encompassing content marketing, SEO, and paid advertising like Google Ads. Email marketing and social media campaigns are also key components to reach potential customers.

The company utilizes over-the-top advertising and in-app placements to broaden its digital footprint. This approach helps in reaching new and emerging audiences effectively.

While digital is prioritized, traditional media and event participation remain important. These channels complement digital efforts to create a well-rounded marketing presence.

There's a move towards a more consumer-focused and data-driven marketing strategy. This aims to increase product and service desire and awareness among target groups.

Efforts are underway for more precise customer segmentation and targeting. This includes leveraging AI for more effective marketing content creation.

Over 100 brands have been consolidated under a master brand, unified by the 'Water You Love' tagline. This initiative strengthens global presence and customer attraction.

Consolidating over 100 acquired brands under a master brand ensures a unified brand experience. This strategic move strengthens the overall culligan brand positioning.

A comprehensive digital visual identity system ensures brand consistency across all touchpoints. This system provides clear guidelines for all marketing and communication efforts.

The company's commitment to growth and market leadership was recognized with a Stevie Award for Achievement in Growth in 2024. This award highlights successful execution of its business strategies.

The business model, with approximately 30% from household water treatment and the rest from commercial segments, shows a balanced approach to diverse market needs. This balance supports its overall market leadership.

By focusing on removing contaminants like lead, PFAS, and microplastics, the brand directly appeals to growing consumer awareness of health and environmental issues. This is a key element of its competitive advantage.

The 2025 global campaign 'It's Just Water, Until It's Culligan' aims to shift consumer perception and drive demand. This campaign is a significant part of the culligan marketing strategy for residential customers.

The 'It's Just Water, Until It's Culligan' campaign is designed to reach a diverse audience, including B2C, DTC, and B2B segments. This broad approach ensures the brand message resonates across various consumer and business needs.

Key channels for the brand awareness campaign include broadcast networks like NBC's TODAY Show, streaming services such as Peacock, and major social media platforms like Meta. Out-of-home advertising and global digital channels are also utilized to maximize visibility and engagement.

By focusing on the actual content of water and promoting alternatives to single-use plastics, these campaigns reinforce the brand's positioning as a provider of clean, safe, and environmentally responsible water solutions.

The campaigns are built on a core consumer insight: a disconnect between perceived tap water safety and actual filtration habits. This insight drives the messaging to encourage consumers to actively consider their water source and the benefits of advanced filtration.

A significant objective of the sponsorships is to reduce the environmental footprint associated with large-scale events. By substituting plastic bottles with reusable aluminum options, the company actively contributes to waste reduction efforts.

The collaboration with the Chicago Distance Series exemplifies how strategic partnerships can amplify a company's mission. This alignment allows for the promotion of clean water solutions while simultaneously addressing critical environmental concerns, a key aspect of the Brief History of Culligan International.