Product formulation specialists at Prestone Products Corp. developed several new chemical formulations that led to an advanced level of car-care products in Prestone’s De-Icer line. These include windshield-washer fluid with a dirt blocker that helps repel road spray and other salty, wintery grime.

The marketing department at Prestone set about positioning the new, stronger product formulations that make consumers feel empowered in keeping their car surfaces cleaner. Prestone and Group 4, a branding and design firm, interviewed consumers and settled upon the positioning phrase “Take Back Winter” for the extension of the De-Icer brand.

Packaging supports that positioning message while also communicating the benefits of each new product formulation by embracing the “Take Back Winter” theme. A circular “Take Back Winter” logo appears prominently on the label above the De-Icer brand name on each bottle, can, and tube.

Group 4 further leverage’s Prestone’s brand equities but infusing the De-Icer line’s labels with Prestone’s highly recognizable yellow. In auto car-care products, the research determined, consumers equate yellow with both Prestone and protection. Combined with an icy blue hue in the label, a clean winter look rounds out the line extension’s distinctive visuals.

The color scheme and “Take Back” winter graphics and photography extend to point-of-purchase displays for the line.