Walmart Canada to Carry Calgon's New Product Line In March 2010


    
    Best Known for "Take Me Away" tagline, Calgon will Now Feature Redesigned
    Packaging and New Product Offerings




    
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<p><span class="xn-location">BALTIMORE</span>, <span class="xn-chron">Feb. 25</span> /CNW/ -- Calgon, a leading bath and beauty brand, announced today a deal with Walmart <span class="xn-location">Canada</span>, which will carry Calgon's new product line at 330 store locations in the specialty bath and basic bath aisles, beginning in <span class="xn-chron">March 2010</span>. This announcement comes on the heels of Calgon's total rebranding effort including packaging, logo, product extensions and a bold new marketing campaign. Walmart <span class="xn-location">Canada</span> will carry Calgon's specialty bath and basic bath products including Refreshing Body Mist, Nourishing Body Cream, Moisturizing Shower Gel & Foam Bath and Rejuvenating Epsom Salts.  The new Calgon products will be rolling out to additional Canadian and US retailers this spring.</p>
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<p>The Calgon brand has been on shelves for decades, but this March consumers at Walmart <span class="xn-location">Canada</span> will find new packaging that showcases vivid colors, bold imagery and sensual landscapes. The emblematic logo has also been redesigned to capture an active brand experience, replacing  the "o" in Calgon with a botanical flower and script-style font for the famous tagline, "Take Me Away!"</p>
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<p>Calgon also extended their specialty bath offerings to include new formulas such as a "2-in-1" Shower Gel and Foaming Bath and an ultra-nourishing Body Cream.  A new bath product offering, Rejuvenating Epsom Salts, contains fragrant oils which help to relieve tense muscles, improve circulation and detoxify the skin.  The salts will be offered in the Morning Glory, Lavender Vanilla, Eucalyptus Mint & Hawaiian Ginger fragrances.</p>
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<p>The sales effort and rebranding for Calgon is driven by Ilex Consumer Products Group which acquired the business in November of 2008 when they bought the Company from Ascendia Brands.</p>
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<p>"Walmart <span class="xn-location">Canada</span> has been a huge supporter of the Calgon brand and we are excited to offer our newly packaged products and product extensions to their consumers this March," said <span class="xn-person">Bernie Kropfelder</span>, EVP of Marketing and Sales of Ilex Consumer Products Group.  "Our rebranding aims to engage women looking for active sensual experiences in the bath and body category and we are extremely excited for our official roll out."</p>
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<p>"We are extremely pleased to announce distribution of Calgon's new products throughout <span class="xn-location">Canada</span>," said <span class="xn-person">Stacey Kerwin</span>, Cosmetic Buyer of Walmart <span class="xn-location">Canada</span>.  "This is an exciting direction for the brand and we are confident that our customers will embrace Calgon's redesigned packaging and new products."</p>
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    ABOUT CALGON
    
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<p>Calgon is a complete line of bath and beauty products managed by Ilex Consumer Products Group.  The Calgon brand launched in 1946 and in the 1960s became famous with their iconic tagline "Take Me Away!" which has become a widely known pop culture reference.  In 2010, Calgon will relaunch with 30 new products in the marketplace, giving the Calgon brand the widest range of specialty bath and basic bath products in the category.  Calgon is sold at Walmart, CVS Pharmacy, Rite Aid, Kmart, Shoppers Drug Mart, Zellers and Kroger among other national retailers. Calgon products can also be found online at <a href="http://www.takemeaway.com/">http://www.takemeaway.com/</a>.</p>
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    Contact:
    Courtney Jacobs
    Alliance
    212-546-2372
    cjacobs@alliance-agency.com





    

For further information: For further information: Courtney Jacobs, Alliance, +1-212-546-2372, cjacobs@alliance-agency.com Web Site: http://www.takemeaway.com

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