• by Nina Lentini  @Nina_Lentini, August 16, 2010

Calgon is launching a contest Monday designed to refresh its old but trusty slogan and to kindle interest in its products among a younger female demographic.

The "Take Me Away! Moment" contest dangles a uniquely personalized $1,000 grand prize that depends on the winner's needs.

Entrants are invited to share a minute-long video about their stressful moment via www.TakeMeAway.com/Contest through Dec. 19. The videos will be judged on originality, creativity in interpreting the theme and entertainment value. The winner will be announced in January.

"Calgon as a brand tended to be for an older demographic," Sharon Shue, marketing and brand innovation manager of Ilex Consumer Products Group, tells Marketing Daily. "With the integration of social media, we're now aiming for younger people." The contest is being promoted via advertising on Facebook, on Calgon's Facebook and Twitter pages, through PR and email blasts to its distribution list and by a new callout on Calgon's landing page.

"We relaunched the brand earlier this year with packaging that is more vibrant and colorful," says Shue. "The contest supports our rebrand initiatives." In January, the brand put 30 new products on the shelves of such retailers as Walmart, CVS Pharmacy, Rite Aid, Kroger and Fred Meyer. Also earlier this year, Calgon ran a sweepstakes, with a free luxury makeover as a prize, as part of a segment it ran on TLC on how to create a personal spa experience.

The contest is targeting women ages 25 to 40. All entrants will receive a full-sized Calgon product while supplies last.

Calgon's line of bath and beauty products is managed by Ilex Consumer Products Group. The brand launched in 1946 and in the 1960s became famous with its tagline "Take Me Away!" which has become a widely known pop culture reference.