Brief Explanation

60% of Taiwanese adults has an automobile under their possession, and they all been using car care products produced with chemicals. These car care products have high similarity with one another, and Ford wish to position their products and offer a new perspective to the consumers.

The Brief

To increase sales of Ford car care products.

How the final design was conceived

Ford Green Care reminds consumers that chemical infused car care products may be hazardous to your health by linking the benefit one step further, from a car to the people who rides in it. Ford repositioned its car care products with all natural herbal extracts and named it Green Care. And the product packaging has all been redesigned to fit the name. Green Care：Not only good for your car, and you as well！ The packaging design uses a green and pure tonality to bring forth the look and feel of environmental friendliness and the premium quality.

Indication of how successful the outcome was in the market

71.8% consumers agree that Ford Green Care has brought attention to them on the importance of the Car Care products. Sales volume of the new product in the first 3 months surpassed that of the previous year. 6 months later, sales sky rocketed to a stunning 432%, and increased Ford’s brand preference to 86% from 62%.