Culligan Taps Highdive and Zeno Group for First Global Campaign

Culligan International announced it has selected Highdive and  Zeno Group as its agency partners after competitive reviews. As the global leader in water  transformation, Culligan has charged Highdive with creating its first-ever global brand platform  and leading creative for select commercial and residential product lines. Zeno will lead earned  media, creator marketing, content creation and executive visibility to reinforce the brand’s  leadership and portfolio of solutions meaningfully. The agencies will work in concert to launch  Culligan’s first global awareness campaign early next year.  

“We have ambitious, global brand and business goals that keep sustainability at the core.  Highdive and Zeno are powerhouse agency partners we are excited to work with as we shape  Culligan’s next chapter with rigour, consistency and creativity at a global scale,” said Patricia  Pieretti, chief marketing officer, Culligan International. “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.” 

Throughout the last two years, Culligan has transformed its brand identity and positioning,  consolidating more than 100 brands under a master brand, introducing a refreshed design  system featuring a new logo and “Water You Love” tagline alongside a cohesive visual identity  in addition to deploying game-changing partnerships anchored in sustainability and consumer centricity. This strategic work serves as a foundation for its new agency partners to build and  launch campaigns that reintroduce the brand’s long-standing expertise in science, service and  sustainability. Culligan is well-positioned to strengthen its global presence and deepen  relationships with loyal customers while welcoming a new generation of consumers seeking  clean, great-tasting drinking water at home, at work, and on the go.  

"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-founder and co-chief creative officer,  Highdive. “We are thrilled to be Culligan’s partner and together we’ll push forward the mission  to educate and drive awareness globally about the power and importance of quality water.” 

“Culligan is stepping out and undertaking this necessary and important work to ensure water is  understood and utilised in all the right ways,” said Zeno global CEO Barby K. Siegel. “Key to this  is shaping content and stories that drive impact: brand love and brand demand. Zeno’s deep  expertise operating at the intersection of business and purpose aligns especially well with  Culligan’s ambition.”