Calgon targets retailers and consumers in rebranding efforts

BALTIMORE: Bath and body brand Calgon launched a major PR push in its first phase of a multifaceted marketing campaign to promote its spring 2010 rebranding and product launches.

BALTIMORE: Bath and body brand Calgon launched a major PR push in its first phase of a multifaceted marketing campaign to promote its spring 2010 rebranding and new product launches. Through targeted outreach and social media efforts, the brand, which Ilex Capital Group acquired from bankrupt Ascendia last November, aims to expand its reach to younger female consumers in their late 20s.

“We really felt it had great awareness and was in need of rejuvenation,” said Bernie Kropfelder, EVP of marketing and sales at Ilex. “Some might say it's not an aggressive new brand, so we're making sure we'll be able to get in front of editors talking about what's new."

The brand hired Alliance in October as its AOR for advertising and PR. It's currently working with the agency on communicating a message about being a brand for active women via outreach to women's long-lead books and beauty blogs, a media sampling effort in January, and gift guides for Mother's Day.

Consumer social media tactics also include interactive Web enhancements, such as a beauty routine blog at the brand's www.takemeaway.com site, the launch of a Facebook and Twitter page, and plans for sweepstakes and additional video.

“We need a viral message, particularly with the younger demographic,” said Kropfelder. “We know social networking is super important.”

The team is also targeting retailers through trade media outreach and participation at trade shows.

“We think a second go-around with the new branding will really catch their eye and hopefully be a genesis to get started with second- and third-tier retailers," Kropfelder added.

The current and initial phase of the campaign is entirely PR, he said. However in early 2010, the team will begin a more integrated approach, including traditional advertising.

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