Radiator Specialty Company, makers of GUNK, LIQUID WRENCH, CARB-MEDIC and ENGINE BRITE automotive performance chemicals and home-auto lubricants, recently announced the completion of updated packaging for its line of more than 300 items. These updated packages feature dual English and Spanish language for the U.S. market for the first time, resulting from a two-year initiative designed to address the needs of the growing portion of the US population that is Spanish-speaking. In addition, this new packaging effort has updated brand markings, trade and product names and product claims to improve packaging effectiveness at retail point-of-purchase and with auto repair professionals. What is more, many formulas have been improved as well.
“Over the last two years, large retailers have asked for more bilingual packaging in response to the fact that 15 percent of the population is now Spanish speaking and that figure is growing each year,” says Ken Braaten, V.P., sales for Radiator Specialty Company. “So, we have transformed nearly every package to meet retailer and bilingual needs.”
Consumer Research helped establish the new package designs
The improved GUNK, LIQUID WRENCH, ENGINE BRITE, and CARB-MEDIC packaging features combined Spanish and English language on both the front and rear of packaging. New larger product names and product claims are easier to read. Familiar color schemes from previous packages have been successfully carried forward onto new aerosol and pour-bottle designs. Colors and scents of formulas were also updated selectively. A staff business analyst conducted survey and packaging diagnostic research, which provided guidance and verification for the updated packaging, scents and bottle structures.
“We have many industry sales leaders,” says John Dreibelbis, head of GUNK automotive marketing, and “we initiated these packaging changes to secure their continued success. Recently we began employing consumer research to help guide some subtle changes to branding, packaging, product claims, product fragrance, and use of dual English/Spanish labeling. We made these changes to make each product and each family more competitive. The changes have resulted in easier consumer understanding, greater purchase consideration, and growing sales.”
Hundreds of branded items updated
More than 275 GUNK branded items now feature contemporary English/Spanish-language packaging. They include every category and size of engine oils and additives, brake and clutch care fluids and cleaners, automatic transmission fluids and treatments, power steering fluids and treatments, gasoline fuel additives, cooling system service chemicals, automotive appearance, starting, charging, electrical, windshield, diesel fuel additives, sealing and coating products, and general cleaning chemicals. GUNK offers the broadest line of automotive performance chemicals in the industry.
In addition, 40 ENGINE BRITE, CARB-MEDIC and GUNK brand degreasers and parts cleaners now feature fresh package designs and bilingual labeling. Some of these products are the industry sales leaders in their category with greater than 50 percent share. In many cases the updates included changes to formulas for improved effectiveness and to meet evolving regulatory changes for 2009. What’s more, the top selling LIQUID WRENCH line was completely updated to reflect the new bilingual packaging.
For additional information, visit Radiator Specialty Company, 600 Radiator Road, Indian Trail, NC 28079, 877-GO4-GUNK or www.GUNK.com.
