Happi Staff08.18.20
Jelmar, LLC has refreshed its CLR line of products, including a new look and a new pronunciation (the range is now pronounced 'CLeaR'). In addition to a new creative campaign, several products have been renamed to reflect the breadth of the expanded product line, noted the Skokie, IL-based cleaning products company. The refresh and changing the pronunciation is said to reinforce the brand's evolution beyond its classic CLR Calcium, Lime & Rust Remover product.
"With close to 40 years as a household staple, CLR has come to be a brand that people know and love," said Alison Gutterman, CEO and president of Jelmar. "While staying true to our core values of efficacy and uncompromising clean, we want to show our customers that we are always innovating the CLR brand. The historic green and orange packaging is recognized by many, and our new design perfectly draws from our rich heritage."
With Jelmar's recent acquisition of the now-named CLR Sports Stain Remover and launch of newer products like the now-named CLR Fresh & Clean Garbage Disposal, the refresh will also help consumers distinguish the products' use-case, categorizing into four key usage categories: routine clean, refresh and renew, multi-use and prevent and protect. The redesigned label continues to feature the EPA Safer Choice label to indicate the products that are EPA Safer Choice Program approved.
The redesigned CLR packaging is now available online and on shelves at grocery, mass, dollar, hardware and drug retailers nationwide.
"With close to 40 years as a household staple, CLR has come to be a brand that people know and love," said Alison Gutterman, CEO and president of Jelmar. "While staying true to our core values of efficacy and uncompromising clean, we want to show our customers that we are always innovating the CLR brand. The historic green and orange packaging is recognized by many, and our new design perfectly draws from our rich heritage."
With Jelmar's recent acquisition of the now-named CLR Sports Stain Remover and launch of newer products like the now-named CLR Fresh & Clean Garbage Disposal, the refresh will also help consumers distinguish the products' use-case, categorizing into four key usage categories: routine clean, refresh and renew, multi-use and prevent and protect. The redesigned label continues to feature the EPA Safer Choice label to indicate the products that are EPA Safer Choice Program approved.
The redesigned CLR packaging is now available online and on shelves at grocery, mass, dollar, hardware and drug retailers nationwide.