Armor All

Armor All reveals two key global partnerships

Armor All has appointed legendary Formula 1 racer Jenson Button as its first Global Brand Ambassador. The 2009 Formula 1 World Champion will support Armor All as it accelerates its marketing efforts around the world spanning Europe, Latin America, and Asia.

Through the multi-year partnership, Button will appear in international marketing campaigns, Armor All branded video content, and social media. He will also share car care tips and advice on social media as well as make personal appearances at trade and employee events.

Button is excited by the partnership and says that as a life-long lover of cars, he knows first-hand how important high-quality car care products are.

“From the moment my father bought me a go-kart at the age of eight, through to winning the F1 World Championship, I’ve obsessed over the smallest details of the cars in my life and I’m delighted to be working with Armor All, a brand that shares that same obsession.”

Armor All has also announced a global, multi-year partnership with Red Bull Racing Honda, the four-time Formula 1 World Champion team. As the auto cleaning and care partner of Red Bull Racing Honda, Armor All will leverage the partnership to expand its international marketing efforts, grow brand awareness and connect with new consumers.

Armor All branding will appear on Red Bull Racing cars, in the garage and be worn on the gloves of the team’s drivers, Max Verstappen and Sergio Perez.

Building on a legacy of innovation, Armor All will also collaborate with Red Bull Racing to explore opportunities surrounding the development of new products. The partnership will also extend to stores wherever Armor All products are sold as well as consumer promotions that will offer fans opportunities to have a full race experience.

Christian Horner, Red Bull Racing Honda Team Principal commented on the new partnership: “We’re excited to welcome Armor All to the team – a brand that very much like ourselves has a strong focus on innovation, development and producing high performance products for people who care about their cars. We look forward to a strong partnership and to providing the Armor All brand with a global platform to further its expansion in the international marketplace.”

The maker of Armor All, Energizer Holdings, is committed to building strong partnerships with customers and significantly growing brand awareness and distribution in new markets to ensure consumers around the globe can access Armor All products.

Lori Shambro, Chief Marketing Officer of Energizer Holdings said they are thrilled to be joining forces with Red Bull Racing and Button.

“This partnership is momentous for Armor All as we look to make our brand accessible to more consumers globally and connect and engage with people who share a love for their cars and racing.”

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