Dust Caesar

E-Z Dust It – they were in trouble. Waning sales, no brand equity and fierce competition forced the company to look closely at its marketing approach and try hard to "blow the dust off of it." After consumer quantitative/qualitative research, the Caler Team conjured the new brand name – DUST CAESAR – to replace the tired E-Z Dust-It. An icon using a chubby Caesar, luxuriating on a sofa while dusting, seemed like a natural, especially when coupled with Carpe Dustem (Seize the Dust.) Seizing dust and not spreading it was, afterall, Dust Caesar's primary consumer benefit. The company's spectacular sales increases proved once again that emotional connections and brand identity is everything.