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Willowbrook, IL 630.455.3700 www.turtlewax.com Sales: $165 million (estimated). Key Personnel: Mark Leopold, chief executive officer and president; Sandy Kolkey, chief marketing officer; Brad Smiley, director- global financial planning and analysis; Coley Frucci, VP – sales Americas and Asia Pacific; Laurie King, VP – global supply chain & operations; Mike Schultz, senior vice president of research and development; Denis Healy Sr., co-chairman of Turtle Wax, Inc; Sondra Healy, co-chairman of Turtle Wax, Inc. Major Products: Automotive care products such as polishes, waxes and washes. New Products: Turtle Wax ICE with Smart Shield Technology, Turtle Wax ICE Heavy Duty Floor Mat & Carpet Cleaner, Turtle Wax Performance Plus Total Exterior Detailer. Comments: This year has been one of innovation and a breakthrough for the 70+ year-old Turtle Wax. 2015 has seen the Chicago-based company not only introduce break-through car care technology with its new line of Turtle Wax ICE with Smart Shield Technology, but also debut the state-of-the-art ad campaign called “Break Out.” Grounded in consumer insights and research, “Break Out” reintroduces the historic car-care company to consumers and urges users to get out there and drive their cars, not let them sit idly and collect dust in a garage. “Turtle Wax has been part of pop culture for decades,” said Sandy Kolkey, chief marketing officer of Turtle Wax, commenting on the recent ad campaign. “But Turtle Wax isn’t only your dad’s car wax. We’ve developed this campaign to appeal to the audience of car lovers who are passionate about their cars. No matter what kind of car you have, you deserve to feel great owning it and driving it. That’s where Turtle Wax comes in.” The new line of Smart Shield products are ideal for ultimate enthusiasts as well as beginners looking for the easiest way to keep their car looking pristine and protected, says the firm. “At Turtle Wax, we have a group of passionate scientists who never stop formulating for better car care,” said Kolkey. “The new Smart Shield Technology is our most advanced and impressive product line to date, and whether you use one or all six of the products, you’ll notice a transformation on your car.”
Willowbrook, IL 630.455.3700 www.turtlewax.com
Sales: $165 million (estimated).
This year has been one of innovation and a breakthrough for the 70+ year-old Turtle Wax. 2015 has seen the Chicago-based company not only introduce break-through car care technology with its new line of Turtle Wax ICE with Smart Shield Technology, but also debut the state-of-the-art ad campaign called “Break Out.”
Grounded in consumer insights and research, “Break Out” reintroduces the historic car-care company to consumers and urges users to get out there and drive their cars, not let them sit idly and collect dust in a garage.
“Turtle Wax has been part of pop culture for decades,” said Sandy Kolkey, chief marketing officer of Turtle Wax, commenting on the recent ad campaign. “But Turtle Wax isn’t only your dad’s car wax. We’ve developed this campaign to appeal to the audience of car lovers who are passionate about their cars. No matter what kind of car you have, you deserve to feel great owning it and driving it. That’s where Turtle Wax comes in.”
The new line of Smart Shield products are ideal for ultimate enthusiasts as well as beginners looking for the easiest way to keep their car looking pristine and protected, says the firm.
“At Turtle Wax, we have a group of passionate scientists who never stop formulating for better car care,” said Kolkey. “The new Smart Shield Technology is our most advanced and impressive product line to date, and whether you use one or all six of the products, you’ll notice a transformation on your car.”
Sales: $163 million (estimated).
It’s been a year of expansion and change at Turtle Wax, by way of management, marketing and product development. Within a year of appointing a new CEO, Steve Knoop exited and the next generation of private parent company Healy Family Holdings Inc., Denis John Jr., re-entered to take the helm. Co-founders Denis and Sondra Healy are still co-chairs of the board at the company. Healy’s father, Ben Hirsh, founded Turtle Wax after inventing the liquid auto polish in the 1930s.
“Over the past 60 years, Turtle Wax has established itself as the global leader in car care, and we will continue to lead the industry by focusing on marketing and new product development,” said the Healys in a press statement. “Our latest generation of products is proof that the brand is more powerful and innovative than ever. When a consumer selects the Turtle Wax brand, they know exactly what they are getting—consistent quality and exceptional results.”
America’s best-known brand in the automotive appearance care industry, Turtle Wax plans to pick up where last summer’s successful #WaxOnShirtOff social initiative left off. The marketing strategy integrates digital and social channels with traditional marketing to yield a converged media approach. Its latest marketing creation takes advantaqe of the ubiquitous selfie. Its Get Out There and Shine campaign, which celebrates the “miles of smiles” a freshly waxed car brings to drivers, by sharing a “Reflectie”—a photograph or self-portrait in the shine of their freshly waxed car tagged on Twitter, Instagram or Facebook with #Reflectie and @TurtleWax. Contests can win a 2015 Ford Mustang.
Willowbrook, IL 630.455.3700 www.turtlewax.com Sales: $158 million (estimated).
Turtle Wax recently inked a deal with Ryko Solutions, Inc., the car wash industry’s largest factory direct-to-market supplier of chemicals, to distribute Turtle Wax professional auto appearance products throughout the US and Canada. Through this program, car wash customers will have the opportunity to select from Ryko’s proprietary line of chemicals or opt for an upgraded program that includes clear coat products and polishes from Turtle Wax.
“By joining forces, Turtle Wax and Ryko will be able to deliver high performance, brand name chemicals and equipment to all customer types across the country,” explained Denis John Healy, CEO of Turtle Wax. “This partnership significantly strengthens Turtle Wax’s distribution network while providing Ryko’s customers with a branded chemical offering. This is a win/win for both companies and Turtle Wax looks forward to a long-standing relationship with Ryko.”
For DIY consumers, Turtle Wax has rolled out updated formulations of its ICE Car Wash, Liquid Wax and ICE Spray Wax products. To spread the word, the brand created a coupon sign-up sweepstakes. By registering on its Facebook page for a coupon, users were automatically entered in the Ice & Easy sweepstakes in which they could win one of 10 Turtle Wax ICE Premium Car Care prize packs. Each prize pack includes all five of the new and improved Turtle Wax ICE products.
Willowbrook, IL
630.455.3700
Website: www.turtlewax.com
Sales: $147 million
Sales:
$147 million (estimated)
Turtle Wax has built its empire on making cars look their best. This spring, the firm rolled out Turtle Wax Fresh Shine Scented Protectants with Odor Eliminator, which cleans, shines, protects and deodorizes all non-porous automotive interior, plastic, vinyl, leather and rubber surfaces, and leaves a long-lasting scent behind, sans the residue. Its state-of-the-art formula includes UV absorbers that prevent fading, drying and cracking of interior plastics and rubber while shine-enhancing polymers restore the glossy new look of the interior plastic. There are four scents in the range—Outdoor Fresh, New Car, Berry Blast and Caribbean Coconut.
Willowbrook, IL 630.455.3700 Website: www.turtlewax.com Sales: $194 million
Sales: $194 million (estimated)
At the beginning of 2010, privately held Turtle Wax announced plans to refocus its efforts on consumer and professional car care products, and as such, wants to find a buyer for its regional car wash division. The unit operates a dozen Turtle Wax Car Wash facilities—nine in the Chicago area and three in Kansas City.
A recent package redesign of Turtle Wax branded products as well the new ICE line reflects the firm’s commitment to its heritage. The main objective was to bring the focus back to the company’s famed “turtle” icon and the color green. Packaging improvements were also made for ease of use and functionality, including revamps of Super Hard Shell paste and liquid wax, Power Out Carpet & Upholstery cleaners, ICE Car Wash and Turtle Wax Headlight Lens Restorer, according to the company.
Sales: $200 million (estimated).
For more than 60 years Turtle Wax has remained a family-owned company with continued success. With expanded distribution in China, Japan, Mexico, and Latin America, the company now has a strong presence in more than 93 countries.
In 2008, Wal-Mart named Turtle Wax Vendor of the Year. Future goals of Turtle Wax include becoming the industry leader not only in car care, but in surface care as well.
$180 million (estimated).
Turtle Wax shows no signs of slowing down. The company continues to roll out an array of vehicle care products and company executives want even more.
In an interview last year with American Executive, CEO Denis John Healy Jr. said the ultimate goal is to become an industry leader not only in car care, but in surface care as well.
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