Dust Caesar

Client Background

Texas Feathers, Inc. is a national company, based in Texas that specializes in dusting and cleaning supplies.

The E-Z Dust It product line was waning in sales and a direct competitor was gaining daily in market-share. After research, the brand name was dropped and Caler&Company was selected to reinvigorate product sales. The Caler Team created a new brand name and a new logo to reposition a dying product line. Seize the Dust! helped launch DUST CAESAR, a name that reinforced the primary benefit of "capture dust – don't spread it around."

The Challenge

Texas Feathers was having trouble reaching out to and connecting with impulse buyers and several other key consumer markets with their waning product line, EZ Dust It, as a major competitor was stealing their market share. Realizing change was needed, the company sought out a solution. Caler&Company proposed a complete re-branding of the product line and channeling the changes throughout all marketing communications tools.

New package designs used a Roman
column theme and sold the
differences/advantages of both feather
and poly dusters.

The
Caler&company
packaging
highlighted a new
handle design and
utilized adhesive
labels to call out
features at
point-of-purchase.

New consumer packaging helped sell
micro-fiber cloths, handled dusters and
anti-static towlettes.

The Outcome

Caler&Company engaged in the re-branding and reintroduction of a line of 48 products. Originally known as EZ Dust It, Caler&Company revamped the product line into Dust Caesar and created a marketing communications strategy to support this brand change. Playing off the name Dust Casear, a new tagline, "Seize the Dust" and the use of a cartoon Julius Caesar were utilized to reinforce the revamped product line's name. It also served to educate consumers and target impulse-buying consumer segments. "Seize the Dust" not only reinforces the Roman cartoon character, but also becomes Texas Feathers' consumer promise. The image and promise was included on all sales tools, TV campaign, public relations support, brand identity, merchandising and consumer product-line packaging to unify the reinvigorated brand image.

A new line of high-tech
micro-fiber products were
introduced along with
pre-moistened dusting wipes.

Dealer aids and seasonal
promotions supported in-store
merchandising and advertised
offers.

Caler&Company also designed
and produced in-store
merchandising, plannograms,
in-store support and a new
approach to the dusting category.

The new line of packaging
repositioned the product,
heightened awareness,
upgraded the image,
educated the consumer,
dramatically increased
sales, and improved
Texas Feather's bottom line.