MODERNIZING A BRAND TO ATTRACT TODAY’S CAR GUY
When it comes to the car care category, no other company’s heritage and expertise are more recognizable than Turtle Wax. However, in the eyes of the heavily engaged “car-guy” consumer, the company has garnered negative perceptions as a dated brand. To convince these consumers of the performance features of Turtle Wax, the team hired Kaleidoscope to refresh the identity and develop packaging that showcased a dynamic and modern Turtle Wax brand. Staying true to their rich heritage, we developed a portfolio-based strategy, modernized mark and refreshed packaging lines that aligned with simple to use and emotional benefits. The result is an easy-to-shop, tiered system with a sleak, masculine look that provides a strong foundation for future growth within the category.