A generation gap in car wax

A generation gap in car wax

Attracting younger buyers has required a strategic shift to social media, video gaming and events. Turtle Wax has been placing ads on YouTube, Facebook and Instagram, and in the past via Xbox. Meguiar’s will have its brand appear in CSR Racing 2, a video game for mobile devices, and it has been holding meet-and-greet events with influential social media personalities such as TJ Hunt. Last year, Turtle Wax hosted 60 YouTube personalities at OTTO, an exotic car club in Arizona, where, among other activities, they took a detailing class. “We have full immersive experience that they took back to their followers,” Cagney said.