Amway Global embarks on brand awareness campaign

PRWeek US

Amway Global, a manufacturer of products such as beauty brand Artistry and vitamin supplement Nutrilite, and direct-seller company, has embarked on a corporate rebranding campaign to raise awareness of the overall brand in the health and wellness category and phase out the Quixtar name and brand. The company has operated as Quixtar North America/Amway Global but is transitioning to the Amway Global name by 2009. Efforts are geared toward consumers and the company's independent sales representatives, and will feature specific products to aid awareness.

Beth Dornan, director of marketing services at the company, said that brand awareness among Americans is 80%, but consumers still associate Amway with the cleaning products it produced 50 years ago rather than its beauty and health offerings.

Working with its AOR Weber Shandwick Minneapolis, Amway has partnered with the YMCA in its consumer campaign to support the Y's wellness-oriented Activate America program. On September 20, the team will organize events at 100 different locations and announce the results of its joint "state of wellness survey."