THE QUEST TO MAKE AMERICA’S GARAGES GUNK-FREE
Gunk®, the World Leader in Engine Cleaning and Degreasing, Unveils New Packaging and a Marketing Campaign Designed to Help Keep Cars, Engines and Surfaces “Gunk-Free”
INDIAN TRAIL, N.C., (November 2, 2010) -- For more than 50 years, Gunk®, the industry leader and most trusted name in engine cleaning and degreasing, has provided optimized cleaning and degreasing solutions to tackle the toughest grease, grime and gunk throughout the garage. Today at the AAPEX Show, the premier automotive specialty products trade show in the world, Gunk unveiled new, unified product packaging and its first ever, multifaceted consumer marketing program that includes an information rich Web site, national advertising campaign, mobile text message program, how-to-videos, in-store promotions and a social media campaign. The 2011 campaign is designed to help consumers choose the right Gunk product to clean their car and garage.
Manufactured by RSC since 1959, Gunk cleaners and degreasers are renowned in the automotive industry for tackling all levels of grease and grime. To further solidify its leadership position, the company has redesigned its brand packaging to be more easily recognizable as a suite of solutions behind the trusted name, Gunk. The streamlined packaging also includes a color coded gauge to help consumers instantly know which product they need for their specific application – from Gunk Foamy Engine Cleaner for dirt and dust to Gunk HD GEL Engine Degreaser for extreme grease and oil deposits.
“Automotive enthusiasts and professionals have grown to trust Gunk more than any other brand because Gunk offers the precise solution for serious cleaning and degreasing challenges,” said Aaron Martin, Director of Marketing for RSC Chemical Solutions’ Gunk brand. “With our new packaging and marketing campaign, professionals and DIYers alike will have the confidence of knowing they have selected the right tool no matter what the application.”
Got a Gunk Question – Just Text It
The new packaging features a mobile text code on every can – a first in the automotive industry. Consumers will now have the opportunity to enter the can’s code onto their mobile devices to receive instant advice while shopping. Within seconds, they will receive a recommendation from Gunk specifying the right product for the job.
“Each Gunk code provides detailed information for its use, supported by the use of seasonally-updated product information available by texting from mobile devices. Consumers will no longer have to hunt to find a sales person to answer their questions or guess which product will solve their particular problem,” said Martin.
Gunk Educates Consumers
The comprehensive marketing campaign, centered on finding the right tool for the job, includes a new Web site, launching in November, featuring multiple how-to-videos along with a “Gunk Gauge” tool which helps users know which Gunk product to use for a specific job. The site also debuts Dr. Gunk, an expert in cleaning and degreasing, who will blog with customers and help solve their particular cleaning or degreasing challenge.
“Our goal is to enable our customers to learn for themselves by providing accurate and timely information,” explained Martin. “For that reason, the Gunk marketing campaign will be available over a wide range of formats and delivery options to help consumers easily determine the right tool for their job.”
The Down and Dirty on Gunk
Gunk originally started as a degreaser called Engine Brite and was manufactured by Gunk Laboratories. As the story goes, the developer of Engine Brite was a motorcycle enthusiast who was asked by a fellow rider to “give me some of that gunk to grease my bike.” From then on, the product was referred to as Gunk. In 1959, RSC became the USA and worldwide distributor of Gunk products and, in 1976, RSC acquired the brand from Gunk Laboratories.
Today Gunk offers more than 50 powerful products for the automotive, aftermarket, industrial and DIY markets. From cleaning dirt, dust and road grime to eliminating extreme grease and oil, Gunk products offer a variety of solutions to tackle customers’ specific needs. In addition to engine cleaning and degreasing, Gunk provides cleaning products for automotive parts, including brake, carburetor and glass cleaners designed to clean and repel against further dirt and grease. To view the full Gunk line of cleaning and degreasing products, visit http://gunk.com/landing_CD.asp.
Gunk is one of RSC’s powerhouse brands. The other flagship brands include Liquid Wrench® for lubricating and penetrating and MotorMedic® and Tite-Seal® for vehicle maintenance and repair. RSC currently manufactures more than 600 specialty products within these categories and is adding innovative new products each year. Gunk products are sold nationwide at a variety of retailers including automotive repair and home improvement stores, as well as online at www.gunk.com.
For more information, visit: http://www.gunk.com
Headquartered in North Carolina for 86 years, RSC is a leading producer of lubricants, chemicals and additives to the automotive, plumbing, hardware, industrial, appliance and export markets. LIQUID WRENCH®, GUNK®, ENGINE BRITE® and SOLDER SEAL® are trademarks of RSC. Some products are licensed and packaged for sale elsewhere around the world. For more information, contact RSC, 600 Radiator Road, Indian Trail, NC 28079, 877-GO4-GUNK, www.gunk.com.