Rentokil division rebrands as Ambius

Rentokil Tropical Plants is rebranding as Ambius as part of a group-wide programme to strengthen the appeal of its products and services. The relaunch aims to grow the plant and foliage supplies market share and strengthen the appeal of its products and services.

The company, which is the largest provider of plants, replica foliage and flowers for business, will remain part of the Rentokil Initial Group.

The relaunch has been led by global marketing director Michelle Rodwell and will be supported with an integrated campaign developed by fst, the marketing agency, interactive agency Xylem and Lexis PR.

The new identity includes a leaf icon logo comprising five leaf shapes representing the five senses. The brand will launch a global website with marketing communications led at events such as the RHS Chelsea Flower Show.

The rebrand is being unveiled in the UK market followed by launches in 15 European countries and then worldwide.

An Ambius spokeswoman says the name will better reflect the company’s extended brand proposition, such as the provision of ambient scenting, corporate artwork and other products that “stimulate all five senses”. The new brand will also capitalise on the growing corporate demand for tailored ambient products.

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