PUR Selects Brandgenuity to Drive Licensing Efforts
November 06 2017 - 6:45AM
Business Wire
Water filtration leader names award-winning licensing agency as
licensing agency of record to help expand into new waters.
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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version on businesswire.com: http://www.businesswire.com/news/home/20171106005465/en/
Helen of Troy LimitedAnne Rakunas, (915) 225-4841Director,
External CommunicationsorICR, Inc.Allison Malkin, (203) 682-8200Sr.
Managing Director
Helen of Troy (NASDAQ:HELE)
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