• by Fern Siegel , October 30, 2024

Culligan International, a water-treatment company, has named Highdive and Zeno Group as its agency partners after a competitive review. There was no incumbent on the account.

Highdive has been tasked with creating Culligan’s first global brand platform and acting as lead creative for select commercial and residential product lines. Zeno will lead earned media, creator marketing and content creation.

The agencies are charged with enhancing Culligran’s global presence, as well as attracting new customers.

First work is expected in early 2025.

“Culligan is in the midst of a brand evolution at a time when global audiences should pay closer attention to and care about water," said Mark Gross, co-Chief Creative Officer, Highdive. “We will push forward the mission to educate and drive awareness globally about the power and importance of quality water.”

Culligan's product line includes water softeners, drinking water systems and whole-house systems. The company serves more than 140 million consumers each year.

Patricia Pieretti, CMO, Culligan International, said: “We are taking our brand to new heights with internal expertise and like-minded partners to deliver consumer-centric, data-driven work that unlocks greater awareness and desire while infusing Culligan into culture.”

During the past two years, the company consolidated more than 100 brands under a master brand with a new logo and “Water You Love” tagline. Some of those brands include Quench, Blupura, Zip Water and Purezza Premium Water.