Falls & Co. Propels Moen into Smart Irrigation with Bold Messaging and Media Buzz
Insight
When Moen, long known for its indoor plumbing innovations, prepared to enter the outdoor water management space, it faced a major challenge: How to credibly extend its brand into an entirely new category—smart irrigation—while educating homeowners on the value of advanced sprinkler technology. Most consumers were unaware of how much water, money, and time they were wasting on inefficient irrigation. There was a clear opportunity to connect sustainability with convenience through smart tech, but only if the message could break through in a crowded marketplace.
Strategy
Falls & Co. partnered with Moen from the earliest stages of the product launch to develop a powerful, research-backed messaging platform. This included crafting compelling value propositions, writing video scripts, and developing press materials that framed the Moen Smart Sprinkler Controller and Wireless Soil Sensors as must-have solutions for modern, eco-conscious homeowners.
Messaging emphasized three key pillars:
• Conservation: Reduce water waste through intelligent, weather-informed adjustments.
• Convenience: Automate lawn care and control everything remotely.
• Cost-efficiency: Save money by using only the water needed.
Result
Nearly 2 billion impressions A staggering 1,970,233,699 media impressions were generated through coordinated launch activations.
332 media placements across online, print, and broadcast platforms.
The media response solidified Moen’s presence in the smart outdoor water space and reinforced its leadership in smart water technology.
Campaign Elements
- Messaging Strategy
- Content Development
- Research
- Trade Show Support
- Media Relations
Key placements included:
- Engadget
- MSN
- CNET
- The Verge
- TechCrunch
- Fast Company
- Gear Patrol
- Reviewed
- Forbes
- Techlicious
Falls & Co. executed a comprehensive media relations strategy. Recognizing this was Moen’s first foray into smart outdoor irrigation, the team positioned the brand as an innovator in water tech—bridging Moen’s heritage of trusted quality with the modern demand for sustainable, connected living. The campaign spanned multiple verticals—tech, lifestyle, home & garden, and green innovation—to ensure relevance across audiences and channels. Trade show support and thought leadership also amplified visibility in industry circles.
