ATLANTA: Rayovac has changed its name to Spectrum Brands, and is working with Ketchum to get the word out to investment analysts and major retailers.
Ketchum has created ads that ran earlier this month in key cities and a direct-mail piece sent to stock analysts and major media. Company officials also rang the opening bell at the New York Stock Exchange on May 2, the day the company began trading under its new name.
The company is spending $1 million to publicize the name change and its changed mix of businesses, said Nancy O'Donnell, VP of IR and corporate communications.
The company has doubled in size -- and more than doubled the number of brands it sells -- in the past year because of two acquisitions.
Ketchum, whose fees are part of the $1 million overall budget, will "continue to reinforce the rebranding of the company and that the company is different," said O'Donnell.
"We'll be telling the story around the transformation of the company," said David Doolittle, VP and group manager in Ketchum's Atlanta office.
Ketchum has eight staffers in its Atlanta and New York offices working on the effort. Rayovac hired Ketchum as its AOR late last year.
Spectrum brands include Rayovac batteries, Cutter insect repellants, Vigoro fertilizer, and Remington electric shavers.