Situation:
Due to many factors, traditional paste wax market—which Turtle Wax owns—is on the decline.

Task:
Identify automotive products categories where the Turtle Wax name would provide strong competitive leverage.

BDI Role:
Understanding the transferable equity of each brand, we worked with TW marketing to develop a number of line extensions launched under the Turtle Wax brand name.

Results:
In a category where new product activity is especially intense, all brands launched under the two brand names performed at or above company expectations.