ADA, MI: Amway Global, a manufacturer of products such as beauty brand Artistry and vitamin supplement Nutrilite, and direct-seller company, has embarked on a corporate rebranding campaign to raise awareness of the overall brand in the health and wellness category and phase out the Quixtar name and brand. The company has operated as Quixtar North America/Amway Global but is transitioning to the Amway Global name by 2009. Efforts are geared toward consumers and the company's independent sales representatives, and will feature specific products to aid awareness.
Beth Dornan, director of marketing services at the company, said that brand awareness among Americans is 80%, but consumers still associate Amway with the cleaning products it produced 50 years ago rather than its beauty and health offerings.
Working with its AOR Weber Shandwick Minneapolis, Amway has partnered with the YMCA in its consumer campaign to support the Y's wellness-oriented Activate America program. On September 20, the team will organize events at 100 different locations and announce the results of its joint “state of wellness survey.”
The PR team will conduct outreach based on a “holistic health and wellness” message and both national and state-by-state survey results. It is also planning a teen, wellness-leader contest slated for the end of this year.
“One thing that will make this very successful is that it's a multiphase year-long program that builds on what the Y is already doing to communicate about living healthier lifestyles,” said Julie Hurbanis, SVP of consumer in WS' Minneapolis office.
To raise awareness of its best-selling products Nutrilite and Artistry and to reach a multi-generational target, Amway will sponsor the Tina Turner North American concert series that begins October 1.
“To help our business owners successfully attract [customers], we need to build awareness of those brands, and PR is a big part of that,” said Dornan.
In support of the sponsorship, customized motor coaches and semi-trailers featuring the brands will follow the series, providing consumers with educational materials, samples, and, for Artistry, a spa-like lounge.
Dornan said the company's future plans include additional investment in PR for the Nutrilite and Artistry brands. Currently, Amway is focusing on global marketing, including an ad campaign, new logo, and a new Web site set to launch in May 2009.
“Direct sellers like Amway [had] relied on representatives to be their advertising. It worked well for a long time but there's so much competition so we need to build bands and awareness via advertising, PR, and sponsorships," she said.