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By Joan Voight
SAN FRANCISCO–Armor All is trying to reenergize its brand with an emotional appeal to young men in its first campaign by DDB Needham.
The agency’s San Francisco office is unveiling a national TV, print and radio campaign this week, backed by a $20-30 million media budget, according to sources. Ad spending has nearly tripled since the Aliso Viejo, Calif.-based company was acquired by Clorox late last year and the account was moved from Foote, Cone & Belding’s San Francisco office to DDB because of conflicts.
The new work is a departure from FCB’s former ads touting the features of the car care products with endorsements from retired sports celebrities.
‘Research conducted under new ownership showed that to regain its stature as category leader, Armor All had to be younger, hipper and more emotional,’ said Valerie Vento, agency management supervisor.
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