Prestone

Package Design, Merchandising, Collateral

Before

Revival of core brand equities strengthened position

Situation

Increased competition with many commodity competitors in category required a new strategy for Bug Wash.

Solution

LW’s strategy strengthened Prestone branding by bringing the core Prestone “Yellow equity” back to the package.

High impact benefit became package focus.

“Cleans 100% Better” statement convinced consumers to buy.

Display for WalMart moved product quickly with high impact 3-color cartons.