LOS ANGELES — California Exotic Novelties is re-emerging with a new name and logo designed to establish better consumer recognition.
On the heels of a relocation to a more efficient location in Ontario, Calif., the company continues to change and innovate. Following the path of mainstream brands such as HP, FedEx and UPS, California Exotic Novelties has officially shortened its name to “CalExotics.”
“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,” says Susan Colvin, president and CEO of CalExotics.
Founded in 1994, California Exotic Novelties was established with the vision of creating compelling products that would engage women and couples and become centerpieces of retail stores.
Over the past five years, CalExotics says it has focused its marketing efforts to present a clean, modern and responsible look. Newer products are delivered in packaging that is comparable to jewelry or luxury perfumes than previous generations of packaging.
“We’re targeting category growth, looking to welcome new customers into stores. Our eyes are keenly focused on creating brand recognition and recall through the consumer journey, all the way to purchase,” said Joshua Le Duff, CalExotics’ new Chief Marketing Officer.
To assist in its rebranding effort, CalExotics said it evaluated several brand agencies before choosing an international agency specializing in consumer marketing. According to CalExotics, the agency has worked with Fortune 100 brands and other product manufacturers on strengthening their brands to drive sales for retailers.
The team at CalExotics says it believes that the 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 packaging, CalExotics says it also is taking 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. When consumers come into the stores, we want them to connect with our products and our brand,” says Jackie White, executive vice president.
CalExotics also has launched a team of visual merchandisers to educate retailers, introduce new marketing collateral and collaborate with retailers on more consumer advertising.
“As a company we must constantly reinvent ourselves to stay relevant. Even with great products, we need to ensure that we’re doing everything we can to connect with consumers,” Colvin said.