The Question
After a 2-year hiatus where Turtle Wax did very little in the way of marketing, how should they stage a comeback, having formulated the most innovative car wax for a decade (ICE)?
Turtlewax ICE
The Answer
Arrive with a bang! The planning that went in to the messaging and media culminated in Turtle Wax’s first TV campaign for six years, supported by press, in-store POS, literature and a road show. Access was thrilled to find themselves back in the driving seat and part of a campaign in partnership with Top Gear Magazine involving online games and display advertising.
The Results
By the summer, Turtle Wax ICE was the fastest selling car polish in the country, sales targets of 100,000 units for the year had exceeded 150,000 by July and Halfords had sold out of product!
