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Calgon rebranding

Executive Summary

Ilex Capital Group's Calgon line is targeted for a "total rebranding effort" beginning in March. Best known for its "Calgon, take me away" tagline, the rebrand will include new packaging, logo, product extensions and marketing campaign. "The rebranding reinforces a strong brand heritage in the bath category with fresh imagery to help consumers rediscover an active, sensual Calgon experience," firm says Dec. 18. New packaging designs will feature "vivid colors, bold imagery and sensual landscapes" and the new logo will feature a script-style font and replace the "o" in Calgon with a botanical flower to promote a "more vibrant message of confidence and escape," according to the firm. More than 30 new products will be introduced with the re-launch, including mineral salts, Epsom salts, bubble baths and bath fizzy sets, as well as new fragrances and formulas for signature products
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