When you purchase a spa, you discover soon enough it’s about more than relaxing. It’s also about upkeep, which includes treating the water so it’s clean and safe. While water treatment brands do their best to set themselves apart, water treatment customers are brand-neutral at best. In their minds, the less they have to think about water treatment, the better.

Despite these challenges, Sigura had achieved a strong market position in water treatment for home pools. However, they struggled to achieve the same for home spas. As part of their master brand strategy, they were looking to create a new spa water treatment brand from the ground up – a dream assignment for an agency like Simon/Myers, and an ideal match for our end-to-end marketing capabilities.