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The pjur group Australia was delighted and very proud to be a major sponsor of Boobalicious Ball 2015 – raising monies for the charity Breast Cancer Care WA. The 12th annual glamorous VIP ball in the theme of James Bond 007, was hosted by adultshop.com, with the aim to raise over $130.000 for the charity that provides emotional, practical and financial support to those affected by breast cancer. With over 1.500 Western Australian women expected to be diagnosed with breast cancer in 2015, the need for their services continues to grow.
Every guest at the ball received samples of pjur products, and information on the groundbreaking research undertaken by the pjur group on breast cancer treatments. To coincide with its 20th anniversary year of enhancing pleasure, pjur donated a 20g gold bar and products, which were auctioned at the ball, raising $3000 for the charity. The auction winner of the gold bar was Alex Dimitrovski from The Telstra Group Perth. He commented: “It has been a great event and experience and I am delighted to win the gold bar and awesome products from pjur”.
Malcolm Day commented: “As chairman of Breast Cancer Care WA and owner of adultshop.com I’d like to personally thank the pjur group Australia and Rob Godwin for their continued support and help with making the annual Boobalicious ball an awesome night and a huge success.”
The night was attended by Rob Godwin, Managing Director of pjur group Australia, and Mikaela Willigen, pjur ambassador and Perth model. Rob commented: “It was an honor for pjur to be involved again with the Boobalicious Ball, help raise the needed funds for Breast Cancer Care WA and highlight the direct benefits pjur products have for breast cancer patients. It was a successful and fabulous evening, and pjur look forward to continuing our support of the Boobilicious Ball and other breast cancer events in Australia and New Zealand.”
|Industry Leader Positions For Growth
On the heels of a relocation to a more efficient location in Ontario, CA, the company continues to change and innovate. Following the path of other category leading companies such as HP, FedEx and UPS, just to mention a few, California Exotic Novelties will officially shorten 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 President and CEO of CalExotics, 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,” explains 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,” explains Colvin.
CalExotics, formerly known as California Exotic Novelties, is the world’s leading manufacturer of pleasure products. Since 1994, the company has been at the forefront of research and development of products to enhance the intimate experiences of women, men and couples. With an extensive array of pleasure products in every category, CalExotics services the needs of intimate products retailers worldwide through its network of manufacturing and distribution facilities. Its products are available online and from retailers throughout the world.