BASF and Comma increase their cobranding
“BASF and Comma have already been cobranding Glysantin® products for a number of years,” explains Sigrid Auhorn, Segment Manager for Automotive Fluids at BASF. Cobranding means that two different brand names appear on one and the same product. In the past, however, British consumers had to look very closely to discover that Comma products contain Glysantin® − the Glysantin® logo was in the background compared to the Comma brand name Xstream. This is to change now. As from the 2009/10 season, which starts in the summer, the Glysantin® and Xstream logos will appear on the containers with equal prominence.
At the same time as changing its approach to branding, the British company is planning to introduce the new high-performance engine coolant “Glysantin® Dynamic Protect G40”, which was launched on the market for end users in Germany in the middle of 2008. With this innovative product BASF researchers managed to achieve another significant increase in corrosion protection through the use of highly reactive silicon technology. “We are impressed by Glysantin® Dynamic Protect G40 and plan to launch it on the British market in the summer under the brand name “Xstream G 40“ and to export it to many other countries,” affirms Mike Bewsey, Sales & Marketing Director at Comma. In the UK Xstream products are sold primarily by independent workshops.
One of the factors that convinced BASF’s British partner was the recently revamped branding campaign for Glysantin®. “Glysantin® is the original among engine coolants and, as ‘The Chemical Company’, BASF stands for first-rate quality,” explains Mike Bewsey.
In June a team from Comma will be coming to Ludwigshafen accompanied by some British journalists and key customers of the company. Items to be discussed at the meeting include topics such as the importance of approvals for the coolants business and the marketing plan for the launch of “Xstream G 40”.
For more than 30 years Comma has been synonymous with quality automotive lubricants and car care products. A major player in motor oil and car care products, we still treasure the passion for our customers that inspired our original family business. We aim to be first choice for our customers through performance and innovation. Our Passion for Performance is the foundation for everything we do, from our association with FIA Formula Two Championships to our obsession with product innovation and quality. Designed with the automotive enthusiast in mind, our products have proven themselves at the highest levels of British Motorsport, many taking top consumer motoring honours. We're working hard to put the Passion back into motoring through the support of key motoring events. With our plant in Kent, in the southern United Kingdom and a sales distribution network in Benelux, our products are available throughout the UK and the European Union. Our export division services the Middle and Far East, Australasia and Africa.
BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics and performance products to agricultural products, fine chemicals as well as oil and gas. As a reliable partner BASF helps its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of more than €62 billion in 2008 and had approximately 97,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at www.basf.com.
Glysantin, the original from BASF, is Europe’s largest selling engine coolant. The products in the Glysantin range reliably protect engines all year round from corrosion, frost and overheating, even under extreme climatic conditions. BASF first patented Glysantin in 1929, and the coolants from Ludwigshafen have been very popular with motorists ever since. The proprietary products have the most OEM approvals from the large motor manufacturers. BASF works in cooperation with leading automobile suppliers to ensure that the Glysantin range always fulfils the latest demands. The high-performance engine coolants from BASF are suitable for use in all motor vehicles. For further information: www.glysantin.de.
Phone +49 621/60-92101
Fax +49 621/60-6691140
Comma Oil & Chemicals Limited
Phone +44 1474/546 242
Fax +44 1474/333 000