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.”