Culligan International has chosen Highdive and Zeno Group as its new agency partners to develop and launch its first global brand campaign.
Highdive will lead the creation of Culligan’s global brand platform and direct creative work for key commercial and residential products, while Zeno Group will handle earned media, content creation, creator marketing, and executive visibility to strengthen Culligan’s position as a leader in water expertise.
“We have ambitious, global brand and business goals that keep sustainability at the core,” said Patricia Pieretti, chief marketing officer at Culligan. “Highdive and Zeno are powerhouse agency partners we are excited to work with as we shape Culligan’s next chapter with rigor, consistency, and creativity at a global scale. 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.”
Culligan’s recent rebranding has consolidated over 100 brands under a single master brand and introduced a refreshed logo, the tagline “Water You Love,” and a cohesive visual identity. This foundation, paired with Highdive and Zeno’s creative and strategic expertise, is set to propel Culligan’s brand visibility worldwide and attract new consumers focused on quality, sustainability, and reliable water solutions.
“Culligan is in the midst of a brand evolution at a time when global audiences should pay closer attention to and care about water,” remarked Highdive’s co-founder and co-chief creative officer, Mark Gross. “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.”
Zeno Global CEO Barby K. Siegel added, “Culligan is stepping out and undertaking this necessary and important work to ensure water is understood and utilized in all the right ways. 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.”
Culligan International has recently undertaken significant initiatives to promote sustainability and reduce single-use plastic waste. In September 2024, the company entered a multi-year partnership with Chicago’s United Center, home to the NBA’s Chicago Bulls and the NHL’s Chicago Blackhawks.
As the exclusive water partner, Culligan introduced recyclable aluminum water bottles at all concession points within the arena. Additionally, they installed premium water fountains, refilling stations, and multi-functional faucets throughout the venue, effectively eliminating single-use plastic water bottles and encouraging greater sustainability practices.
The campaign is set to launch early next year.
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