Armor All undertakes brand refresh
Armor All has refreshed its brand for the Australian market.
The announcement:
Armor All®, the #1 brand in car care*, today unveils a dynamic new look as it rolls out an exciting brand refresh across the Australian market, in alignment with its global packaging evolution.
With a proven track record of delivering innovative, easy-to-use, and effective products for over 50 years, Armor All products make car care and protection simple, enhancing the best technology on the market to deliver the finest results. The brand’s transformation sees the
Armor All brands core line of products as well as product ranges Armor All Ultra Shine™, Armor All Extreme™ and Armor All Ultra Shield™ shed its black and gold packaging respectively for a vibrant orange hue.The Armor All brand mission is to empower people to effectively clean, shine, protect and freshen their cars and discover the enthusiast within, with the packaging redesign making it brilliantly simple for every customer to find the right Armor All product for every task. The bright new look will arrive on shelf in Australia from August 2024 to aid the shopper experience and ensure Armor All product uses and purposes are crystal clear for its valued customers. Research has shown that, through ramping up the distinctive orange colour on pack, shoppers are likely to find the brand’s products on shelf up to 19% faster than before^.
Designed to resonate with consumers and future-proof the brand, the new label leads with the logo, elevating its presence on the pack, and is supported by color cues that help guide product benefits and tasks. Moreover, the new packaging comes with an increased percentage of recycled materials and adopts the use of high-density polyethylene bottles which are fully recyclable.
Whilst showcasing a new look, the Armor All brand provides the same performance with its array of affordable vehicle products offering solutions to clean every car surface with confidence – inside and out.
The Armor All interior product range has been designed to perk up leather and refresh plastic and vinyl surfaces with cleaning wipes, disinfectants, protectants and accessories. Meanwhile, the exterior product lineup of sprays and waxes ensures cars stay showroom-ready rain or shine.
With life comes messy moments. Everyday Proof Your Car™ with Armor All products so no matter what life throws your way, you can hop in and get going with confidence. Armor All products are available from a range of retailers including Supercheap Auto, Repco, Big W, Coles and Woolworths.
* MSW, EHI Brand Health Study, 2023, Australia
^ Auto Appearance SBS Quant Phase Country Overview Report, March 2020; ** Source: Appearance Category Virtual Shopping
Research UK, Australia, USA, July 2021; + Source: MSW, EHI Brand Health Study, 2022
Source: Dialogue PR
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