'As you wish,' is more than a famous movie quote. It conveys a timeless, human truth that people will do anything for those they love. To reintroduce Culligan Water to the world (and frankly to anyone under 50), we used one of the biggest moments of the year: The Golden Globes. With this opportunity we could reach our demographic with an insiders reference to one of the greatest cult films of all-time. 2017 marked the 30 year anniversary of the Princess Bride, which means that the movie would be fresh in everyone's mind.