Automobile detailing company setting new standards for car care. Auto Maxima is a Singapore-based distributor of automobile detailing brands like Chemical Guys and SmartWax, operating since 2011. Auto Maxima was looking to launch ‘BodyGuard,’ a new original brand of high-quality and affordable detailing products, with the goal of making it the most prominent among the brands they are currently distributing. They understand the importance of Singapore product branding and face stiff competition with other regional and global brands.
While executing their marketing strategy, they realised that BodyGuard was not perceived as established and reliable by their prospects. Furthermore, Auto Maxima had to face the challenge of a crowded market where competitors would respond with even more budget products. We gave the brand a new enhanced identity, also creating marketing collateral and packaging material.
Our product branding solution was to identify the product’s unique strengths, by defining its attributes, benefits, values and personality. We also assessed the competitors and made them irrelevant by establishing product differentiation. The BodyGuard brand managed to fully project its key strengths such as reliability, performance, protection, technology and future of car care. Its new visual system shifted the way it was perceived from average and unproven, to high-performance and original.
Thanks to its newfound personality and Singapore product branding, the brand was successfully promoted at an exhibition in the Philippines, Singapore and other regional exhibitions and tradeshows, where prospects offered space in their retail outlet to display and market BodyGuard product series.