• Case Studies

Background
Turtle Wax is a major retailer of car polishes and waxes among other automotive aftermarket products. They were on the verge of introducing a whole new technology when they contacted us.

Objectives
Together with their agency partner, they ask us to develop a creative and media plan around the launch of their new premium synthetic car polish technology, “ICE.”

The goal was to create awareness for Turtle Wax “ICE” using two methods:

• Use a half-hour infomercial format to:
  • Self-liquidate a portion of the advertising expense through direct-to-consumer sales.
  • Support sale of the product at retail.
• Build brand awareness for “ICE” using 30- and 15-second spots using fixed position general media schedules

Strategies
The tiered strategy worked like this:

Develop an infomercial creative with an offer, “Not available in stores,” with a call to action that tests two different price points. Along with that, use a copy direction that uses comparison to other premium brands.

We would then identify appropriate media and paid program dayparts to test the offer and price points. And we would air DRTV schedules concurrent with 30 and 15 branding schedules for added impact. From that, we would formulate a cost per order allowable to use as a measure of media efficiency.

Results
Turtle Wax “ICE” has become the #1 premium car polish brand since its introduction. In the process, Turtle Wax was able to recoup 100%+ of the media costs through direct to consumer sales. In fact, a number of retailers sold out of the product after introduction as a result of the advertising.