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Turtle Wax. Dedicated to the Drive.
Turtle Wax was founded by Ben Hirsch, a savvy and creative entrepreneur. Together with his wife Marie, they set out to formulate the world's first liquid car polish, which came to be known as Plastone.
Leveraging his chemical background, $500, and a small storefront on Chicago Avenue, the Hirschs mixed the Plastone car polish in their bathtub. Soon, Plastone grew into America's most popular liquid car polish.
A master marketer, Hirsch employed some innovative sales techniques. He'd polish half a fender on cars parked outside Wrigley Field, wait for the owner to return and then point out the benefits of Plastone.
While on a 1950's business trip to Beloit, Wisconsin, Ben came across Turtle Creek. He made the connection between a Turtle's protective hard shell and his Plastone Polish. From that day on Plastone was renamed Super Hard Shell®, and the company became Turtle Wax Inc.