CHICAGO (April 25, 2011) – There’s a reason Turtle Wax conjures up feelings of the ‘good old days’ for many Americans – because for nearly 70 years it has helped us protect and take pride in something we love – our cars. At a time when sluggish economic conditions have forced us to rethink our throw away culture and revisit the value of taking care of the things we love, Turtle Wax as a brand is more relevant than ever. So when Turtle Wax chose HY Connect (formerly Hoffman York) as its creative partner, the agency knew a campaign that stayed true to the brand’s heritage would be important.
“Turtle Wax is an iconic American brand which has stood the test of time but together with Turtle Wax, we uncovered a consumer insight that led us to something that feels very different than anything else in the category,” said HY Connect Executive Creative Director Michael Rivera. “It has been a fun but challenging assignment as we married heritage with modern relevance to create a new campaign.”
The new campaign by HY Connect introduces the line “Do yourself proud™” and stands apart from other campaigns in the category. Instead of flashy cars and loud music, the new Turtle Wax spot is set at dusk as a man retreats to his garage to take care of, and enjoy, his car. The new campaign highlights the Turtle Wax® ICE® Car Care System, a complete line of high-performance products for all interior and exterior automotive surfaces. The scope of work included positioning, creative development and media planning and buying for network cable and interactive advertising. The new campaign is scheduled to launch this week, just ahead of the traditional car care season.
“Few products conjure up nostalgia like Turtle Wax, but our new campaign resonates with people today,” said Turtle Wax Global President Tom Healy. “HY Connect, with its fresh energy and depth of experience, has been a great partner.”
The new commercial is rolling out to network cable starting this week. It can also be seen at YouTube.com/TurtleWaxTommy. Connect with Turtle Wax on Facebook and Twitter to stay up to date with brand news and car care tips.
Based in Willowbrook, Ill., Turtle Wax® is the world leader in car care with sales in more than 90 countries. Turtle Wax® is recognized for its continuous innovation in manufacturing appearance and performance car care products for the retail consumer market and the commercial car care and professional detailing industries. For more information, visit www.turtlewax.com.
HY Connect (formerly Hoffman York) is a fully integrated marketing and communications agency that builds effective and meaningful connections between clients and their customers. HY Connect offers a full suite of services that include advertising, interactive, planning, public relations and more. The agency has offices in Chicago and Milwaukee. Visit hyc.com for more information.
# # #
Kelley Koehler, (312) 274-3538