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Armor All Partners With Red Bull Racing Honda

Deal designed to expand brand awareness and grow consumer engagement internationally.

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Armor All, a leading brand in high quality auto care products for every car owner, today announced a global, multi-year partnership with Red Bull Racing Honda, the four-time Formula 1 World Champion team. As the auto cleaning & 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.  

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In Formula One racing, much like on the road, preparation is everything, reinforcing that no matter their level of expertise, every driver wants the best quality care for their car.  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.

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“We’re thrilled to join Red Bull Racing Honda as the team’s official auto cleaning & care partner, bringing two iconic brands together who value innovation and high-quality performance,” said Lori Shambro, chief marketing officer of Energizer Holdings, Inc.  “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.”

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.”

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This marks the latest Grand Prix-related partnership by Armor All as the brand accelerates its marketing efforts in markets around the world spanning Europe, Latin America and Asia.

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