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Amway Hopeful For Comeback In United States

Posted on 05. Jan, 2009 by Ty Tribble in Amway

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toledoblade.com -- Amway hopes marketing will help it continue comeback in U.S.

Now, as Amway's 50th anniversary approaches in May, Alticor is retiring the inert Quixtar label and pouring millions of dollars into reviving the Amway brand in North America with market research, national television commercials, and ads in newspapers and magazines and online. The company will use a transitional name, Amway Global, before reverting in about a year to Amway.

"We thought, well, if we're going to build a brand, build the brand that everybody knows already," Alticor president and co-CEO Doug DeVos said. "It's going to be much more successful and cost a lot less and happen a lot faster."

Despite predictions of continuing economic gloom, Alticor executives hope to repeat in the United States the kind of growth they've seen abroad in the past - and to revive the mystique that helped the company spread throughout the Midwest and, by the mid-1960s, the rest of the U.S. Amway's hundreds of thousands of distributors dreamed of getting rich by selling cleaning products and by recruiting their acquaintances to join the fold.

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