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Car-care pack gets smart

Even car care products have joined the smart-packaging crowd. A great example of this is Simoniz Liquid Diamond powered car polish from Simoniz Corp., Bolton, CT. It’s the flagship product in a line of six products launched in early 2006.
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Providing the power for the polish is a motorized, gear-driven sprayer from Cepia LLC (www.cepiallc.com) that tops the bright-yellow, 32-oz polyvinyl chloride bottle, blow-molded by Novapak Corp. (www.pvcc.com). The model G6G 28/400 sprayer is powered by two AA batteries that are included. Molded with components pigmented in a Simoniz yellow, the sprayer has a lock button to keep it from unintentionally spraying.

Back label copy declares “with the new patented battery-operated sprayer, you just squeeze the trigger to lay down a fine mist spray that covers your entire car evenly with just the right amount of product.” The sprayer is reusable.

“We are in a highly competitive segment with crowded shelves at retail,” says Roger Schuler, president of Simoniz Retail Products. “We need to offer a unique-looking or unique-functioning package. We need the product to ‘pop’ off the shelf for consumers to take a look at it.”

Randy Boitz of Total Pac (www.totalpac.biz), which consulted on the packaging development, including helping to source the sprayer, says the product can detail an entire car in less than a minute—a task that would usually require excessive manual spraying. A bottle of Liquid Diamond, which retails for $9.99, contains enough polish for two or three cars.

Schuler says the product’s reception has been good, even as the company continues to expand distribution. He adds that Simoniz would consider using a powered sprayer on other products where appropriate.
—Rick Lingle

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