MediaPost Publications - Amway Taking Back Its Name In Multimillion-Dollar Campaign - 03/28/2008

MediaPost Publications - Amway Taking Back Its Name In Multimillion-Dollar Campaign - 03/28/2008: "Amway Taking Back Its Name In Multimillion-Dollar Campaign
by Karl Greenberg, Friday, Mar 28, 2008 5:00 AM ET
ALTICOR'S GLOBAL DIRECT-SALES UNIT, AMWAY, is undergoing a brand revamp in 2008 that will be completed in 2009, the company's 50th anniversary.

The company, which since 1999 has made Quixtar North America its online brand ID--and de facto brand--in this country, is bringing back Amway as the global brand, and eliminating the Quixtar name entirely.

This year, the division of Ada, Mich.-based Alticor will consolidate under Amway Global and will launch what it is calling a multimillion-dollar effort to tout the Amway brand anew with advertising, media and PR efforts telling 'a compelling and dynamic story of the business opportunity in North America.'

'One of the reasons we are restructuring the brand within the next two years is because the name still resonates strongly with the public and with consumers,' says Alticor spokesperson Mike Smith. The current logo, introduced this month, is a bifurcated box with the Quixtar brand on top, and a small Amway Global logo underneath. In September, the brands will be reversed, and in May 2009, Quixtar will be retired, and the logo will be Amway Global.

Robert Passikoff, president"