FOR IMMEDIATE RELEASE
For licensing information, please contact:
Helen Prial, Executive Vice President
Nancy Bailey & Associates, Inc.
Telephone: 203-445-0514
Email: Helen@baileylicensing.com
Vacuuming is a Whole New Experience with Febreze!
HOME CARE INDUSTRIES, INC., PARTNERS WITH P&G
ON NEW FEBREZE™ VACUUM CLEANER BAGS AND FILTERS
Atlanta, GA – February 3, 2009 – Home Care Industries, Inc., (HCI), the leading supplier of floor care accessories, announced a licensing partnership with The Procter & Gamble Company (NYSE:PG) to market a new line of Febreze Premium Allergen Filtration Vacuum Cleaner Bags and Febreze Vacuum Cleaner Filters. This extensive line of vacuum bags and filters has been uniquely designed to deliver the Febreze equities of odor elimination and freshness through a proprietary odor eliminating technology and a patented, easy-to-use freshness strip...making vacuuming a whole new experience. The Febreze branded vacuum bags and filters were developed specifically to fit most popular vacuum cleaner brands. This line of floor care accessories introduces a new level of innovation and “new news” to a category that has been lacking in excitement or innovation for many years. Retailers are excited about this program and will make this line available in stores nationwide in 2009 to retail between $6-$30.
“HCI is the leader in the floor care accessory category, and we are pleased to partner with the leading air care brand, Febreze, to bring real innovation to our category. Our retail customers are excited about having something new, yet practical for their shoppers. In addition, our Febreze vacuum accessory products will provide consumers the cleaning performance they demand along with the odor elimination and Febreze freshness they love. It makes vacuuming fun,” said Jim Barch, President of HCI.
“We are thrilled to partner with HCI through a new licensing initiative that truly delivers on the Febreze promise to consumers. The decision to work with this leading company was easy. HCI presented a compelling and proprietary product proposition to extend our Febreze franchise in a way that improves consumer’s lives with the mundane task of vacuuming,” said Gayle Jones, Trademark Licensing Manager, P&G.
Nancy Bailey and Associates brokered the licensing deal between P&G and HCI. “Translating the equity of a strong brand onto a good product with a leading licensee are keys to developing successful trademark brand extensions, so the partnership between P&G and HCI is a perfect marriage. HCI successfully combined the unique equities of Febreze with a proprietary technology to create and reposition an “ordinary” line of products into “extraordinary” products delivering a strong point of difference unlike anything currently on the market,” said Helen Prial, Executive Vice President, Nancy Bailey & Associates.
About Home Care Industries, Inc.:
Home Care Industries is the leading manufacturer of vacuum cleaner bags and related filtration products in North America. Founded in 1959 as a vacuum bag manufacturer, Home Care has served the Floor Care Industry for nearly 50 years. With a reputation for innovative product design, superior quality and technology, Home Care is the preferred supplier to many original equipment manufacturers (OEM’s). Home Care also manufactures and markets replacement floor care accessories for the retail market under its HOME CARE and MICRO CLEAN trademarks.
Corporate offices are located in Clifton, New Jersey.
About Procter & Gamble:
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
About Nancy Bailey & Associates, Inc.:
Nancy Bailey & Associates is at the forefront of trademark and brand extension licensing. The company develops and manages successful licensing programs for Fortune 100 companies including P&G, Crayola, Schering-Plough, Ocean Spray Cranberries, and the Pennzoil-Quaker State Company. A pioneer and leader in brand extension licensing for over 25 years, NBA develops strategic long-term partnerships that leverage brand equity to create innovative products that sell. The company is a full-service licensing agency specializing exclusively in the management of trademark licensing programs as well as providing consulting services for corporate trademark brand extension.
Headquartered in Atlanta, the company also has offices in Miami, and affiliates in Tokyo. For more information, please visit www.baileylicensing.com.