LAS VEGAS — With 70 years of experience behind them, Liquid Wrench is reformulating some it its products and pushing out information through the Internet.

Mike Guggenheimer, vice president of marketing, says the company is boasting a new Web site, www.liquidwrench.com, that features new search functions and more specific application videos that are tailored to technicians’ needs. By implementing these new functions as well as a new texting feature, Liquid Wrench is hoping to reach more end users with more specific content.

Guggenheimer says through AAPEX and SEMA shows, interested technicians and shop owners can text WRENCH to 25827 to win a Montezuma crossover toolbox and other prizes.  

He highlighted that the new site also will promote the reformulated Penetrating Oil and Chain Lube, among Liquid Wrench’s other offerings. Larry Beaver, vice president of technology, adds that the removal of odor will help technicians when they service vehicles. No longer will customers smell fluid odors when turning on their air conditioning, for example.

According to Guggenheimer, the new Penetrating Oil formula also will stain less in addition to putting out fewer VOCs into a shop. The company’s Chain Lube combines two former products into one, he adds.

Overall, Guggenheimer says the new site and texting feature will help not only technicians but DIYers learn what products are meant for uses. He says that this is helpful as research the company has found people would rather use a specialty product rather than a multiuse product.