Moen today launched its new brand platform “Must Be A Moen” with a new campaign grounded in a simple truth: while life is messy, emotional, and occasionally gross, we all expect water to be there to help clean it up. According to the company, "Moen makes fixtures that always deliver - and look amazing doing it - “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 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.

“People don’t wake up thinking about their faucets and showerheads," said Myra Nussbaum, VP 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 visual sensibility that aims to balance cinematic craft and nuanced performance with lived-in realism.

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 everyday for different reasons, it’s something everyone with a heartbeat has in common.”

All of it builds to a single 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. "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."