New Look, Same Clas­sic Shine

New Zealand Classic Car - - News -

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.

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