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NEW Water seeks fresh focus with rebranding

It's trying to move away from image of sewage plant

11:45 PM, Jan. 20, 2013
The new brand for Green Bay's regional wastewater treatment agency turns the focus to its end-product of clean, treated water.
The new brand for Green Bay's regional wastewater treatment agency turns the focus to its end-product of clean, treated water.
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It starts out as water, and it ends up as even cleaner water. So why did anyone ever call it sewage in the first place?

In an effort to better convey its ultimate mission, the Green Bay agency that processes more than 30 million gallons of wastewater every day is rebranding itself.

Although still officially known as the Green Bay Metropolitan Sewerage District, the agency is using NEW Water as its more up-to-date identity. ...

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If you've ever answered "Who has the ball?" with "It's halftime," you might recognize The Airhead. Check out the characters in our cartoon gallery of oddball fans.

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