Armor All has traditionally occupied the "big middle", everyone knows of them but the brand isn't known for any one reason. As a result, the brand isn't top of mind, and a new generation thinks of Armor All as "my parents' brand" with little relevance to them. A challenge we were glad to take on.
To leverage Armor All’s strengths—heritage of innovative technology, ease of use & superior quality—to assert relevance in the category today. And breathe new life into this brand with a head-turning approach that launches the brand into consumer consciousness and makes people appreciate why the brand has been the #1 car care choice for years.
To help Armor All, a brand with a long heritage and strong brand equity, regain relevance in the category we launched an integrated campaign (broadcast, digital & social) making the brand top of mind for consumers and reminding them why it’s been the #1 car care brand for years.