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DDB Needham here brings back its successful “car juice” concept from 1997 in a broadcast and print effort to introduce the redesigned packaging of Clorox Co.’s Armor All car cleaning products.
The campaign will run in the U.S., Canada and the United Kingdom and primarily targets young men aged 16 to 34. The U.S. effort is backed by at least $25 million in media spending, according to sources.
“We are targeting young men who are shining up their cars every night,” said Ken Dudwick, DDB Needham’s creative director.
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