Jelmar Announces Rebranding Initiative For Popular CLR® Product Line

Updated CLR® Packaging Affirms Commitment to Environmental Action and Women's Empowerment

News provided by

Mar 29, 2016, 08:00 ET

CHICAGO, March 29, 2016 /PRNewswire/ -- JELMAR, the manufacturer of popular household cleaning products, including CLR® and Tarn-X®, recently announced the rebranding of its entire CLR® product line. Products featuring the new look are currently on shelves at major retailers and newly developed advertisements are now hitting the air.

The Chicago based, family-owned company got its start back in 1949, and has been revolutionizing the cleaning industry ever since. While Jelmar's product lines have continued to evolve based on consumer needs, a full rebranding of its staple product line is a first for the cleaning trailblazer. After decades of continued success, the company felt it was time to find a new way to connect with consumers through redesigned packaging that fully showcases each product's function and better communicates Jelmar's brand purpose. For example, on applicable products, the updated packaging highlights the company's dedication to creating environmentally-friendly formulas in partnership with the EPA, and all products feature the noteworthy "Women-Owned" logo, spotlighting Jelmar's status as a woman-owned and operated business.

"CLR is a brand with a strong history and a loyal consumer base," said Alison Gutterman, CEO and president of Jelmar. "But we felt it was time to show consumers what the company behind the cleaning products stands for—Jelmar is all about family, preserving the environment and empowering women. We wanted our treasured customers to know that not only are they investing in products that work, but also a company that reflects and shares their goals and beliefs as well."

When embarking on the rebranding, Jelmar didn't just leave it to the designers. The company conducted in-depth consumer research, which helped Jelmar realize that impactful changes don't have to be huge changes. Through this research, Jelmar learned that subtle updates, an energetic metallic yellow and the inclusion of important initiatives would go a long way.

Jelmar is implementing the packaging update across the products in the CLR® line, including CLR® Calcium, Lime & Rust Remover, CLR Bath & Kitchen® Cleaner, CLR® Mold & Mildew Stain Remover and CLR Septic System Treatment®. These newly redesigned products became available nationwide on March 28, 2016.

ABOUT JELMAR, LLC:
Jelmar is a leading manufacturer of a broad range of household cleaning products, including CLR® and Tarn-X® brands of cleaners. Flagship CLR products include CLR Calcium, Lime and Rust Remover, CLR Bath & Kitchen Cleaner, CLR Mold & Mildew, CLR Stain Magnet and CLR Septic Treatment and Drain Care. With their unique formulas, the CLR brand gets the cleaning job done in virtually every area of the home. For more information visit http://www.jelmar.com.

MEDIA CONTACTS:

Jae Siercks (818) 212-0509; [email protected]

Photo - http://photos.prnewswire.com/prnh/20160324/347983

SOURCE Jelmar