ONTARIO, Calif.—The changes just keep coming for California Exotic Novelties: Following a recent move from Chino to Ontario, Calif., the mega manufacturer announced today it’s officially changing its name to CalExotics.
Company officials debuted a new logo to go with the new name. CalExotics, a long-time nickname of the company, was chosen for a sleeker, more modern look, as well as better consumer recognition.
“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,” said President and CEO Susan Colvin.
Founded in 1994, at a time when adult products were only a small percentage of adult retail stores, California Exotic Novelties emerged with a vision for the adult novelty industry very different than the companies preceding it: to create compelling products that would engage women and couples and become center-piece of retail stores. For years, its square logo distinguished products as a seal of approval for the company, retail employees and customers.
Over the past five years, CalExotics has made strides in its marketing efforts to present a clean, modern and responsible look. Newer products are delivered in fresh packaging that is more like jewelry or luxury perfumes than the previous generation 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 CalExotics new Chief Marketing Officer Joshua Le Duff.
To assist in this rebranding effort, CalExotics evaluated several brand agencies. After an exhaustive RFP, CalExotics chose an international agency specializing 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 their 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.
Modernizing its logo is not the only method CalExotics is deploying to differentiate itself in a crowded and fragmented marketplace of new-comers and unknowns. They’ve 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. Even with great products, we need to ensure that we’re doing everything we can to connect with consumers,” said Colvin.
To learn more, visit the CalExotics booth at the Adult Novelty Manufacturers Expo (www.anmefounders.com) or visit their website www.calexotics.com.
