A Generation Gap in Car Wax

That was the strategy of Dodo Juice when founded in 2007, promoting its products as handmade in small batches, labeled with distinctive psychedelic script, at a price above store brands but far below ultra-premium. In recent years it’s become so easy to start a detailing brand that Dodo Juice is facing competing products launching at a rate of “two or three a week,” said the founder, PJ Aass. “Their cost of getting to market is so low now. Start a Facebook page and give away 30 bottles, and you can have a detailing brand for $15,000,” he said. Mr. Aass calls them “re-bottlers,” because they start with a generic car wax bought by the drum. “They add water, fragrance, a color and call it theirs,” he said.

Article source: https://www.nytimes.com/2020/05/17/business/car-wax-marketing.html