Hot on the heels of account wins Deb, Haydock Park and Miele die Küche, Manchester based creative agency Access is celebrating this month after winning car care giant Turtle Wax’s advertising account for the UK. This win is especially rewarding as many of Access’ key personalities have worked on the brand previously.
Turtle Wax is the number one selling brand of car care products in the world, with sales in over 90 countries. Access’ first project will be the delivery of an above and below the line advertising campaign to promote its liquid polish range Turtle Wax ICE™.
ICE™ was launched into the US in 2006. It’s an innovative clear wax that blends silicone and hydrocarbon polymers which can be applied to all exterior rubber, plastic and vinyl trim to restore colour and shine, without leaving a white residue. Because the product lives up to its hype, sales immediately outstripped demand in the US, quickly becoming one of the company’s all time success stories!
However, the range has not shared the same success in the UK marketplace to date. But this is all set to change with a multi-territory TV advertising campaign, and a national and specialist press campaign, set to break at the end of April. This activity will be supported by a dedicated micro-site and a duel branded promotional campaign with BBC’s Top Gear magazine and website, as well as posters and leaflets for in-store promotions.
The creative treatment has been developed from the strapline ‘Wax at the speed of Ice’ and aims to highlight how quick and easy it is to shine and protect all exterior bodywork with just one product. The TV ads will also feature Turtle Wax CEO (and third generation of the Turtle Wax empire) Denis John Healy Jr who will highlight the heritage and dependability of the company whilst emphasising its ability to evolve via its dedication to R&D.
Paul Sullivan, Managing Director of Turtle Wax UK comments: “I had previously worked with Simon for many years whilst I was at Crown Wallcoverings, and I knew that Access had delivered the last big advertising campaign for Turtle Wax ‘Color Magic’ a few years ago before the UK advertising spend was reduced. So when I was appointed MD in 2007 and the decision was made to resurrect our marketing communications spend, I called in a team that I knew I could trust.”
Simon Landi, Managing Director of Access comments on the win: “It was a great surprise to get a call out of the blue. As well as the Color Magic campaign which I’m proud to say was one of Access’ first big projects, I worked with Turtle Wax for many years at BDH, as had our Creative Director Sarah Parker, whilst Ruth our Account Director had started out with them in their marketing department. So there’s a lot of history between us and it’s nice that they remembered us at such an exciting time. However we don’t want to be remembered for past glories; the campaign is taking us into seven new territories including Europe, Scandinavia and Russia, and this poses its own challenges. We’re all looking to the future with bated breath.”
