The new initiatives also recognize the growing appeal of sustainable solutions for younger generations, particularly Gen Z. Gross noted that 15 years ago, few people considered water bottles and shower water purifiers; however, as awareness of clean water has increased, these products have become increasingly common.
Culligan has to “join and control that conversation,” he said. The company, which was acquired by BDT Capital Partners three years ago, also owns brands including Quench and Waterlogic.
The first global creative work from Highdive will debut in early 2025. It will include upper funnel work, digital video and social media as Culligan seeks to infuse itself into culture.
Culligan is also assessing its media strategy, which may include bringing in new partners to work with its in-house team, Pieretti said. Earlier this year, she noted that the global work will be double what Culligan has previously spent on regional campaigns. Last year, Culligan spent $16 million on measured media in the U.S., a decline from 2022’s $24 million, according to Vivvix, including paid social data from Pathmatics.