California Exotic Novelties rebrands to CalExotics

Posted: July 2, 2015

California Exotic Novelties has announced that it has modernised both its name and logo for better consumer recognition. The initiative follows closely on the heels of a relocation to a more efficient location in Ontario, CA, and the new official name for California Exotic Novelties is CalExotics – which many people already referred to the company as anyway, as CEO and president Susan Colvin explained: “We’ve gotten a lot of feedback from customers and consumers that we’re commonly called ‘CalExotics’. As we thought about how to create better consumer recognition, it occurred to us that our mark should be more consumer-centric as we position for growth. This is just one of the many changes that we’ve made at the company to stay at the forefront of the industry.”

Founded in 1994, at a time when pleasure products occupied just a small percentage of adult retail stores, California Exotic Novelties had a vision to create compelling products that would engage women and couples and become a centrepiece of retail stores. Over the past five years, the company says it has made great strides in its marketing efforts to present a clean, modern and responsible look, with newer products delivered in fresh packaging that is more like jewellery or luxury perfumes than the previous generation of packaging.

“We’re targeting category growth, looking to welcome new customers into stores,” said CalExotics new chief marketing officer, Joshua Le Duff. “Our eyes are keenly focused on creating brand recognition and recall through the consumer journey, all the way to purchase.”

To assist in this rebranding effort, CalExotics evaluated several brand agencies. After an exhaustive RFP, CalExotics chose an international agency specialising in consumer marketing. This agency has worked with Fortune 100 brands and other product manufacturers on strengthening their brands to drive sales for retailers, making it a good fit. The team at CalExotics believes that this change will transform the California Exotic Novelties brand to a more consumer-oriented company with a fresh, modern and responsible feel. With the re-launch of Jack Rabbit in new eye-catching packaging CalExotics is also at the forefront of a new approach with its iconic brands to drive retail sales.

“This new logo represents a big push that we’re making to engage a new base of consumers and to create more brand recognition for our products,” said Jackie White, executive vice president. “When consumers come into the stores, we want them to connect with our products and our brand.”

Modernising its logo is not the only method CalExotics is deploying to differentiate itself in a crowded marketplace. The company has launched a team of visual merchandisers to educate retailers, introduced new marketing collateral and are collaborating with retailers on more consumer advertising.

“As a company we must constantly reinvent ourselves to stay relevant,” said Colvin. “Even with great products, we need to ensure that we’re doing everything we can to connect with consumers.”

For more information visit www.calexotics.com

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