PZ Cussons Ghana Limited has officially announced the transition of its flagship Camel Antiseptic brand, to the global brand family of Carex under the theme ‘Say Yes to Life.’
Speaking at the transition ceremony, Mr. David Afflu, Business Unit Director for PZ Cussons Ghana Limited, said the migration of Camel Antiseptic to the global Carex family marks a major milestone in the journey of the company. He said the dynamic nature of the market today requires that companies are innovative and bold enough to take and implement crucial decisions in order to stay competitive and make decent gains. The Camel migration, he said, is in its first phase and will take for up to a period of 2 to 3 years to fully transition to the Carex brand name. “We’re committed to drive the transition of our local brand Camel to the global Carex family. Although this will take some time, it will come with exciting innovation which we want all of our consumers and trade partners to benefit from,” Mr. Afflu said.
Hafsa Arthur, Head of Brand Development and Activation for PZ Cussons Ghana Limited, stated that Camel’s transition to the Carex brand was a move by PZ Cussons Ghana Limited to bring the latest world class hygiene standards onto the local market. Aware of the fact that hygiene is a primary concern for every household, workplace, or social gathering, Madam Arthur said "the vision of this major shift is to make Carex the Number 1 Personal Care and Skin hygiene brand in Ghana."
Carex, which is a star product of the global PZ Cussons, cleans, cares and gives great protection against communicable viral and bacterial infections. “We have taken off and encourage all our customers and consumers to embrace this brand change from Camel to Carex. The Camel migration will be a gradual one where both brand names will be used concurrently to ensure that our consumers and trade partners have been carried aboard the transition,” she said.
According to her, although Camel Antiseptic has remained a local Ghanaian brand, it has not benefitted directly from global synergies that most multinational brands do. “Global brand synergies ensure that resources, skills and best practices can and are often sources from around the world to bring local consumers the best in product development, in innovation and in brand communication,” Madam Arthur added.
The Deputy Minister of Health, Hon. Tina Gifty Naa Ayeley Mensah, in her remarks, congratulated PZ Cussons Ghana Limited on the excellence in health promotion it has demonstrated over the years which have resulted in the company’s products becoming household names in Ghana and beyond. She said the Camel and Carex brands were uniquely synonymous to hygiene, thus offering first life prevention solutions to cholera and the threat of Ebola virus which killed several hundred in neighboring countries 2 years ago.
She acknowledged that the company has over the years made significant contribution to the Ghanaian economy in the area of job creation, donations to many under-resourced schools and hospitals, and providing relief items to flood victims. “The efforts and contributions of PZ Cussons to the health sector is highly commendable. It’s important that going forward as a Ministry, we strengthen this relationship in order to sustain a proactive response to the health needs of very person resident in Ghana,” the Minister said.
Present at the programme were government officials, traditional rulers, health organizations, pressmen and members of the general public.
Camel Antiseptic ‘Now from Carex’ range of products is accessible to trade partners and consumers, at malls, supermarkets, groceries stores, and retail outlets across the country.
Comments