“RSC’s “Gunk” brand engine cleaner is number one in the market,” begins Mike Guggenheimer, vice president for Sales and Marketing of RSC. “And now we’ve repackaged our product line to make it easier for users to choose the right product, and have put in place resources to help them use it effectively.”
The new packaging ties in all of the products into one easily recognizable brand. One unique feature that caught my eye was the new use of a text “bug” on each can. By texting the product code to the number shown, users both professional and do-it-yourself will be immediately sent back information on how to use the product for best results.
The cleaners themselves are offered for three distinct uses: Foamy, for light cleaning, Original for moderate oil and grease deposits, and Heavy Duty for the tough jobs. Gunk also offers a finishing product called Gunk Engine Protector designed to be used after cleaning to minimize the bonding of future deposits. A “Gunk Gauge” on the back of each can visually shows the consumer the capabilities of each product, helping them choose the one right for their need.
Guggenheimer added that a new Gunk website will be in operation by the end of November 2010. The new site offers visitors video demonstrations of how to use the products, and allows customers to ask questions and interact with the company. Starting next year, a mobile marketing effort will also be launched, bringing the Gunk team to local vocational schools, trade shows, even race tracks near you.
A sister brand and another industry standard is “Liquid Wrench”. Starting January 2011, a new line of specialty grease products will be available. Sample packs, offering six of the most commonly requested Liquid Wrench products will be on shelves, offering customers the option of trying several different products for about the same cost as a single, full-size, package.
