LAS VEGAS – Radiator Specialty Co., makers of Gunk, Liquid Wrench, Carb-Medic and Engine Brite automotive performance chemicals and home-auto lubricants, has updated the packaging for its line of more than 300 items. These updated packages feature dual English and Spanish language for the U.S. market for the first time, resulting from a two-year initiative designed to address the needs of the growing portion of the U.S. population that is Spanish-speaking. In addition, this new packaging effort has updated brand markings, trade and product names and product claims to improve packaging effectiveness at retail point-of-purchase and with auto repair professionals. According to the company, many formulas have been improved as well.

“Over the last two years, large retailers have asked for more bilingual packaging in response to the fact that 15 percent of the population is now Spanish-speaking and that figure is growing each year,” said Ken Braaten, VP, Sales for Radiator Specialty Co. “So, we have transformed nearly every package to meet retailer and bilingual needs.”

The improved Gunk, Liquid Wrench, Carb-Medic and Engine Brite packaging features combined Spanish and English language on both the front and rear of packaging. New larger product names and product claims are easier to read. Familiar color schemes from previous packages have been carried forward onto new aerosol and pour-bottle designs. Colors and scents of formulas were also updated selectively. A staff business analyst conducted survey and packaging diagnostic research, which provided guidance and verification for the updated packaging, scents and bottle structures.

“We have many industry sales leaders,” said John Dreibelbis, head of GUNK automotive marketing, and “We initiated these packaging changes to secure their continued success. Recently we began employing consumer research to help guide some subtle changes to branding, packaging, product claims, product fragrance and use of dual English/Spanish labeling. We made these changes to make each product and each family more competitive. The changes have resulted in easier consumer understanding, greater purchase consideration and growing sales.”

The more than 275 GUNK branded items that now feature contemporary English/Spanish-language packaging include every category and size of engine oils and additives, brake and clutch care fluids and cleaners, automatic transmission fluids and treatments, power steering fluids and treatments, gasoline fuel additives, cooling system service chemicals, automotive appearance, starting, charging, electrical, windshield, diesel fuel additives, sealing and coating products and general cleaning chemicals.