Water filtration leader names award-winning licensing agency as
licensing agency of record to help expand into new waters.
EL PASO, Texas--(BUSINESS WIRE)--
PUR, the brand that stands for superior water filtration technology,
with a strong commitment to cleaner water education, has selected
Brandgenuity to serve as its licensing agency in North America. The
agency will extend the brand and leverage its reputation for quality and
innovation into new and exciting product categories.
“PUR is a brand that is helping to provide cleaner water for everyone,”
said Deb Mudway, Marketing Vice President, Helen of Troy Health & Home,
owners of PUR. “It’s hard to go a day without hearing about water
quality issues in the news. At PUR, we are dedicated to providing people
with a variety of solutions for cleaner water. We are delighted to be
working with Brandgenuity to explore new products and services that
deliver on our promise.“ PUR currently collaborates with the Whirlpool
Corporation for refrigerator filtration.
PUR is committed to making innovative, high-quality, certified products
that help reduce contaminants – many removing 99% of lead. In addition
to superior products, the company also has a strong focus on educating
consumers about the quality of their water. The website,
KnowYourWater.com, takes the user on an interactive journey of their
water quality report from source to tap.
“PUR is a category leader and a brand that consumers really trust, which
is why we are confident that it can be extended into other product
categories,” said Jay Asher, Partner at Brandgenuity. “We are honored
that PUR has selected us to extend its brand, solve real problems and
spread the word on the importance of filtration and providing cleaner
water for everyone.”
Brandgenuity will help PUR expand into key strategic categories,
exploring all consumer categories that focus on ways to deliver safer
drinkable water.
“Brandgenuity demonstrated passion for our mission and insight into our
brand,” said Jill Ruiz, Head of Global Licensing for PUR. “We are
confident they have the strategic approach and expertise to take our
brand to new heights.”
For more information please contact info@brandgenuity.com.
About PUR
Marketed by the Health and Home division of Helen of Troy Limited
(NASDAQ, NM: HELE), PUR® is a leading brand in the at-home
water filtration category for faucet water filters, water pitchers and
dispensers, replacement filters, and refrigerator filters. MAXION®
Filter Technology is PUR’s commitment to superior filtration performance
and innovation, by using activated carbon and ion exchange, it is
certified to reduce more contaminants than any other brand. Certified by
NSF International and the Water Quality Association for their
contamination reduction, PUR’s filtration systems were the first to
claim reduction of trace levels of pharmaceuticals identified in U.S.
tap water. PUR’s water faucet filters are certified to reduce over 70
contaminants including 99% of lead, 96% of mercury and 92% of certain
pesticides while their water filter pitchers and dispensers are
certified to reduce 96% of mercury and 95% of certain industrial
pollutants.
For more information about PUR water filtration or PUR’s MAXION®
Filter Technology, visit PUR.com
or Facebook.com/PUR.
To learn about the water quality where you live visit KnowYourWater.com
About Helen of Troy Limited
Helen of Troy Limited is a leading global consumer products company
offering creative solutions for its customers through a strong portfolio
of well-recognized and widely-trusted brands, including OXO®, Hydro
Flask®, Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Revlon®, Pro Beauty
Tools®, Sure®, Pert®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed
Head®, Dr. Sinatra®, Dr. David Williams, and Dr. Whitaker®. All
trademarks herein belong to Helen of Troy Limited (or its affiliates)
and/or are used under license from their respective licensors. For more
information about Helen of Troy Limited, please visit www.hotus.com.
About Brandgenuity
Brandgenuity LLC is a leading independent international brand licensing
agency headquartered in New York. The agency is ranked amongst the top
15 licensing agencies worldwide. Brandgenuity extends famous and iconic
brands into new categories to build awareness and generate incremental
revenue. A full suite of licensing services includes strategic licensing
planning, prospecting, legal support & contract negotiation, retail
development and assisting manufacturers in the strategic acquisition of
licenses. The agency’s clients include Viacom Network, Staples, Arm &
Hammer, Planet Fitness, Hawaiian Tropic, Banana Boat, Playtex, and MGM
Studios, among others. For more information, please visit http://brandgenuity.com
and our Licensing Show booth #J122
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Source: Helen of Troy Limited