Redefining a Legacy: The Rebranding of Malco Automotive.

Service Categories: Brand Strategy, Creative, Social Media, Public Relations, Email Marketing 

Who is Malco Automotive?

Malco Automotive is an automotive detailing brand with a long and rich legacy. Founded in 1953 by Murray Glauberman, the third generation of his family still proudly runs the privately held company. Uniquely positioned in the industry, Malco Automotive engineers and manufactures all of its car-care products at its Ohio headquarters. Tight control of every step of the manufacturing and engineering processes has led to Malco Automotive’s stellar reputation among automotive detailing professionals for producing high-quality car-care products.

The Challenge

Malco Automotive had previously operated on an entirely wholesale distribution model but wanted to shift to also selling directly to consumers. Breaking into that previously untapped market would require a dramatic marketing shift to significantly increase its brand awareness among consumers. Beyond new thinking and strategies, a new look and feel for the brand was also necessary. Malco Automotive’s new future had to be carefully executed without abandoning its extraordinary legacy built over 70-plus years of operation.

Our Strategy

Our brand strategists first flew to the company’s headquarters to interview key employees and gain a deeper understanding of Malco Automotive, followed by in-person visits to retailers nationwide to gain further insight into brand perception. After the trips, Kahn Media’s branding specialists collaborated with our creative team to develop a bold new look and feel for all aspects of Malco Automotive. The effort went well beyond a logo redesign by revitalizing all aspects of Malco Automotive’s product packaging and labeling. In addition to completely fresh visuals, Kahn Media’s team also created a strategy for Malco Automotive’s entry into the consumer market. Utilizing the breadth of our services, our social media team was entrusted to run Malco Automotive’s social channels to maximize the impact of the rebrand. Further support came from our email marketing and public relations specialists.

Key Steps Taken

• Conducted interviews with key employees and retailers nationwide to gain deep insight into the brand.
• Revamped all visual aspects of Malco Automotive, including logos, color palettes, packaging, labeling, product color and bottle clarity.
• Created a new brand strategy and positioning for Malco Automotive’s entry into the consumer market.
• Took over the daily management of Malco Automotive’s social media channels to increase general consumer awareness of the refreshed brand.
• Created visually striking and engaging videos, photos and graphics for social media use to support the rebranding and new product launches.
• Carefully selected the right influencers to introduce the “new” Malco and its products to consumers.
• Developed and launched a full-scale e-commerce email marketing program with branded templates, audience segmentation, automation for cart and browse abandonment and post-purchase engagement flows. 
• Designed an expansive new booth for the 2024 SEMA Show to preview elements of Malco Automotive’s rebranding to a highly receptive audience.
• Managed the highly coordinated launch of the rebranded Malco Automotive and supported it with press releases.

The Results

Our comprehensive approach, utilizing almost all of our internal teams, was vital to creating a highly successful relaunch and repositioning of Malco Automotive. The client was extremely pleased with the brand’s bold new look and vision. Our teams continue to support Malco Automotive’s shift to direct-to-consumer sales. While that transition is still very recent, our efforts helped produce the highest grossing sales of any new Malco Automotive product launch for the four new products introduced since the rebrand.