Armor All

While Armor All, the USA’s number one car care brand, is well-known in automotive circles, we were briefed to take the products into the wider consumer space in order to achieve mainstream brand recognition.

The Challenge.

To raise UK consumer, media and blogger awareness of the number one USA car care brand, in order to drive retailer listings and product sales.

Our Approach.

Getting product into people’s hands through a strategic media testing and placement programme, attendance at events such as the Goodwood Festival of Speed, product sampling, strategic brand partnerships and blogger engagement.

The Results.

Generated over 100 pieces of coverage in the first 12 months, reaching more than 130m people and achieving a 14:1 return on investment.

We kicked off the campaign with a focus on blogger relationships, attending the prestigious BlogOn Conference, hosting a bespoke sampling event and camping weekend with the Outdoor Bloggers Network and arranging sampling campaigns around the theme of family car washing with key parenting and lifestyle influencers.

In order to get the product into consumer hands, we coordinated a high profile sampling opportunity at the renowned Goodwood Festival of Speed, as well as arranging competitions and giveaways with big circulation outlets such as Take a Break.

To boost Armor All’s relationships with its retail network, we developed in-store POS and advertising concepts based on wider PR campaign messages which were presented at buyer meetings and led to increased listings and further opportunities to present new products.

In the first 12 months, we generated more than 120 pieces of coverage for Armor All and its sister brand STP, reaching over 130m people and delivering a 14:1 return on investment.

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