Revitalising the Simoniz brand with a wise new concept


Car aftercare experts Simoniz wanted to take their brand proposition of ‘a heritage of protective shine’ and evolve the brand logo, strapline and campaign concept to leverage their rich history.

Shaping Buyer Behaviour

The wise place to being the brand story was with their original iconic gold tin, logo and long-standing strapline of ‘Motor wise use… Simoniz’. This mean that shoppers we presented with a product that balanced modern and retro, demonstrated the strong heritage and the latest car care technology Simoniz provide.

The Simoniz knowledge and experience has even been celebrated as a verb in the English dictionary! Si-mon-ize – verb (used with object), to shine or polish to a high sheen; to simonize a vehicle.

The brand campaign brings knowledge, heritage and modernity together with black and white imagery, gold rings echoing the original Simoniz tin and the line ‘a wise man once said…’ headline, followed by relevant idioms to demonstrate protection and shine.

The new brand concept rolled out across packaging, press, in-store and a full set of brand guidelines, which outlined the use of new brand assets and new tone of voice.

Driving Success

The new brand concept has reinvigorated the brand and prompted improved dialogue and communication with Halfords, new listings with Wilkinsons and a 20% uplift in Tesco sales.

Following the rebrand, Simoniz’s spray paint product is now stocked in 165 retailers.



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