Brandgenuity Continues to Grow

Brandgenuity has added several new clients over the last year. The agency began representing spirits company, Sazerac, to manage its licensing programs for Fireball Whisky, Southern Comfort, Buffalo Trace, Myers’s Rum and other brands in the portfolio with lifestyle and food and beverage extensions. 

Brandgenuity was selected to represent Kao America for its personal care brands, Jergens and John Frieda. The agency also began working with Dr. Scholl’s to extend the brand into a variety of relief-oriented solutions and products. 

The agency announced three new licensees for YouTube DIY home design influencer brand, Mr. Kate, including Peking Handicraft for bedding, RoomMates, a division of York Wallcoverings, for peel-and-stick wallpaper, murals and decals and Williamson Home for wall hangings.  

Brandgenuity brought together Church & Dwight and CR Brands for ARM & HAMMER Essentials Disinfecting Wipes, extended the OxiClean brand into automotive cleaners with Hopkins, will expand the Vitafusion

 brand into new categories and partnered with GHP to extend the PUR brand into additional home water filtration formats, including universal point-of-use water filters, reverse osmosis systems, UV water treatment systems and point-of-use water dispensers available at brick and mortar and online retailers. The agency is also working to extend the Banana Boat brand and Wet Ones into pet products. 

Brandgenuity

 is amplifying 

White Castle

’s 100th birthday with a program of licensed collaborations with 

PUMA Group

, 

DGK

, 

Funko

, 

Spirit Halloween

, 

Spencer's

 and more. 

In Europe, Brandgenuity signed coffee liqueur, Kahlua, and is exploring near-in categories including ready-to-drink coffee, coffee creamers and ice cream. The agency also expanded its relationship with Unilever to include Pot Noodle, Marmite, Bovril and the Heartbrand ice cream portfolio.  

Brandgenuity partnered adventurer and bushcraft expert, Ed Stafford, with two new licensees. Leading outdoor apparel company Ridgeline will launch the first Ed Stafford waterproof, outdoor smock, while Bushcraft and its subsidiary, Camp Wilderness, launched Ed Stafford-inspired kid and family summer camps in 2021.