We had an idea to update the Culligan Man. (Yes, it seems obvious, but why hadn’t anybody done it?). To make him approachable and witty. To have him meet people in their yard. And to give him a really cool van as another branding device.
And made this happen:
Universal acceptance by the Culligan Dealer Organization (the real Culligan Men) responsible for funding the campaign.
If you’ve ever worked with a franchise organization, you know what a big fricking deal that is.