WHAT THEY NEEDED:
Back in the glory days of muscle cars and Johnny Cash, STP and Armor All were all-American icons. In the years since their acquisition by Clorox, both products had lost much of their fan appeal. My job was to help bring it back.
WHAT I DID:
Previous marketing focused on product performance. I went for attitude. My concept for Armor All positioned the car wax as a way for guys to eliminate evidence of their weekend debauchery. A social campaign for STP, The Left Lane Club, reclaimed the fuel additive’s connection to road muscle: not just how we drive, but why.
The twin campaigns helped build a new fan base for both products: more than 72,000 site visits (with an average of 2.2 page views per visit), 40,000 new likes, and more than 42,000 sweepstakes registrations.