*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
We love clean cars so naturally we loved working on the rebranding of Citywash – a carwash equipped with the most advanced car washing technology in this part of Europe. It was mostly unknown and unrecognized by the consumers. Citywash had a very similar verbal and visual identity to the shopping mall it belonged to, which made the carwash not noticeable.
In order to make the breakthrough in the market we had to do something innovative and bold. Lead by the insight that after carwash every car “shines like new”, we created a distinctive brand icon – General Blistakonov (in Croatian Blistakonov means “shines like new”) – a strict but fun general obsessed with clean shiny cars. General Blistakonov was chosen as the new name of the brand and the slogan “Nobody washes you like the General” additionally enhanced the image of a fun and humorous brand. In Croatian, it has a double meaning communicating that nobody washes as well as chastises you like the General.
After the rebranding was launched, the carwash started to perform better. General Blistakonov became popular and the number of clean shiny cars increased dramatically.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot Domljanović
Naming Consultant: Anja Bauer Minkara, Tonči Klarić
Copywriter: Tonči Klarić
Brand Implementor: Jelena Mezga
Art Director: Igor Manasteriotti
Designers: Igor Manasteriotti, Mia Marić
Illustrator: Vedran Klemens
Photographers: Kova, Igor Manasteriotti