Brandgenuity To Drive PUR Licensing Efforts

PUR has selected Brandgenuity to serve as its licensing agency in North America. The agency is tasked with extending the water filtration brand and leveraging it into new product categories.

“Brandgenuity demonstrated passion for our mission and insight into our brand,” said Jill Ruiz, head of global licensing for PUR, a brand owned by Helen of Troy. “We are confident they have the strategic approach and expertise to take our brand to new heights.”

Brandgenuity will support the brand’s expansion into key strategic categories, exploring all consumer categories that focus on ways to deliver safe, drinkable water, the company said.

“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.”

PUR also collaborates with Whirlpool Corporation for refrigerator filtration.