New Look, Same Classic Shine
Heritage brand Simoniz has returned with a vengeance. After a number of years in the appearance product category doldrums, the age old slogan of ‘Motorists Wise, Simoniz’ is back in business. This resurgence is heralded by a new 21st Century makeover and product range extension.
John Wallace, general manager of UCI-FRAM Group NZ Ltd that distributes Simoniz in New Zealand, said many Kiwis grew up using Simoniz to ensure their precious cars looked their absolute best.
“One of the joys of driving was going through the ritual of cleaning and polishing using Simoniz Original Wax. The return of Simoniz will be good news for those who care about their car’s appearance. An opportunity we see as distributor is to introduce a whole new generation of New Zealand drivers to the fact that quality really does shine through.”
John Wallace admits that for a time Simoniz lost its way internationally and also in the local market. The business in the United States went one way while in the United Kingdom a completely separate company sought to drive the brand back to prominence. UCI-FRAM Group NZ sources the product from the UK.
“There’s no question that Simoniz should be recognised as a leading player in the car care market. Having said this it was clear the brand was in need of revitalisation and a new packaging design. In a cluttered and complex car-care category the challenge was for Simoniz to make its mark, engage shoppers, and prove its value to retailers. We faced the same situation in New Zealand. ”
A leading British design studio was entrusted with creating a more modern and engaging product packaging design. With Simoniz’s recent history not making much of a mark, the solution drew on the brand’s iconic beginnings. The packaging brings the heritage to life in a contemporary way leveraging the original ‘knowledgeable expert positioning’ and its protective shine properties.