Energizer Holdings has appointed Deloitte Digital’s Heat as brand strategy and global creative agency of record for its automotive brands, which include A/C Pro, Armor All, Nu Finish and STP.
The appointment expands an existing relationship between Energizer Holdings and Heat, which worked on a spring campaign for Armor All that outperformed both the category and previous campaigns across brand metrics, an initiative which ultimately led Heat to the assignment.
Energizer Holdings also previously worked with Deloitte Digital on consulting work, centered around growth strategy and customer experience. In a statement, Deloitte Digital general manager Leyland Streiff said that Heat was able to utilize those insights to inform creative campaigns.
“Deloitte Digital’s Heat brings unmatched knowledge of our business and customer through our existing relationship with Deloitte. In a short period of time, we’ve seen how valuable this can be when applied to our advertising, with the Armor All campaign outperforming the category and previous campaigns on tracked brand metrics,” Energizer Holdings CMO Lori Shambro said. “We are excited to continue our partnership and work with Deloitte Digital’s Heat across all of our auto-care brands.”
Energizer Holdings spent over $6.3 million on media in the U.S. across its automotive brands last year and just over $7.4 million in the first six months of 2020 alone, according to Kantar Media. Armor All saw the lion’s share of that spending, with Energizer Holdings spending nearly $3.8 million on the brand last year and almost $5.5 million in the first six months of 2020, according to Kantar. Nu Finish also saw considerable spending, including more than $2.3 million in 2019 and nearly $1.7 million in the first six months of this year, again according to Kantar.