PurposeBuilt also recently brought on its first creative agency, Milwaukee-based Hanson Dodge, to focus initially on Green Gobbler. And the brand, which surprisingly muscles out big competitors such as Clorox Co.’s Liquid-Plumr and SC Johnson’s Drano as a top seller on Amazon, is pushing deeper into brick-and-mortar retail as well.
PurposeBuilt has changed plenty of late. It filed for an initial public offering in 2021, then withdrew those plans last October. Carlyle sold its majority stake in 2022, and the company is now majority owned by private equity firms and management.
But the purpose remains in PurposeBuilt. Jon Ballante, PurposeBuilt's VP of marketing, discusses his focus on purpose and how he’s been navigating plenty of change both for the company and in the marketplace on the latest edition of Ad Age's Marketer’s Brief podcast.
Ballante describes it this way: “It’s really around this being an opportunity to reflect our values of building innovative brands and products as well as that commitment to sustainability.” That commitment, he said, encompasses products, employees and communities where PurposeBuilt operates.