Armor All Launches Car Wax That Beats the Competition
10 February 1999
Armor All Launches Car Wax That Beats the Competition; Consumer and Lab Tests Show New Wax Provides Superior Protection
OAKLAND, Calif.--Feb. 10, 1999--Choosing the perfect car wax just got easier, thanks to Armor All. This Spring, new Armor All Car Wax hits store shelves setting a new standard for wax performance in this $150 million category.
Armor All Car Wax represents more than a $1 million investment in consumer and laboratory research. The result is a wax with superior paint protection that beats all leading wax brands and produces a brilliant, high-gloss.
The new wax is available in paste, liquid and spray-on car polish, each with a suggested retail price of $4.99. It will be readily available in mass merchandise (Kmart, Target, etc.) auto supply and club stores early in 1999.
Armor All Car Wax is a proprietary formula of Carnauba wax and other high-endurance ingredients. It's blended into a special emulsion that actually penetrates and bonds with car paint to deliver unbeatable performance. The pleasing, coconut-scented wax is especially easy to apply and buff off.
Rigorous lab tests simulating the most serious environmental challenges faced by automotive paint proved the superiority of Armor All Car Wax. For example, in tests that measured the wax's durability, Armor All Car Wax outperformed all other leading brands. In other tests measuring the shine created when wax is applied to a car's paint, Armor All Car Wax produced a brilliant, high-gloss shine.
Finally, in the most telling test of all, over 1,000 consumers used Armor All Car Wax or one of the competitors in a blind test conducted in late 1997 and early 1998. And they rated Armor All Car Wax superior to any of the other leading brands.
Ease of use is another big plus. The 14 oz. paste jar features an easy-opening screw-off top and the 16 oz. liquid container has a controlled-pour spout for a smooth application. For a fast application, Armor All Spray-On Car Polish can be applied in about 15 minutes.
A new TV and print advertising campaign -- projected to outspend all other car waxes in 1999 -- multiple consumer promotions and public relations efforts will build consumer awareness. Bold in-store displays will help sway in-store buying decisions.
Promotion plans will offer giveaways and the chance to compete for big prizes. Free giveaways include Armor All Car Wax T-shirts, Armor All Protectant, and gas (including the chance to win free gas for life).
Armor All's full line of car care products includes Protectant, QuickSilverII Wheel Cleaner, Tire Foam(R) Protectant, Extreme Tire Shine, Auto Glass Cleaner, Car Wash, Multi-Purpose Auto Cleaner and Leather Care.
Look for other new Armor All products in 1999: Detailer's Advantage(TM) Protectant, Tire Foam(R) Protectant and Car Wax; Carpet and Upholstery Cleaner; and Clear Sight Windshield Treatment.
For more information, visit Armor All on the Internet at www.armorall.com.
