Armor All® Grabs the Podium with Oracle Red Bull Racing Product Collaboration

Rhea-AI Summary

Armor All has announced its new Podium Series, a premium automotive care product line developed in collaboration with Oracle Red Bull Racing. The series features innovative formulations including hybrid ceramic technology and patent-pending innovations. Products include wash & shine, tire shine, detailers, protectants, and air fresheners with racing-themed designs.

The partnership, which began in 2021, leverages Formula 1's global audience of over 1 billion viewers and Oracle Red Bull Racing's championship success. The Podium Series will debut at the SEMA Show in November 2024 and will be available at major retailers worldwide in early 2025.

Positive

• Strategic partnership with Formula 1 champion Oracle Red Bull Racing expands market reach
• Access to Formula 1's massive global audience of over 1 billion viewers
• Launch of new premium product line with proprietary technology
• Worldwide distribution through major retailers planned for 2025

Negative

• None.

Insights

Market Research Analyst

The Oracle Red Bull Racing collaboration represents a strategic move into premium auto care products, but its financial impact appears While Formula 1's global TV audience exceeds 1 billion viewers, product launches in the automotive care segment typically contribute marginally to ENR's revenue. The Armor All brand, though trusted, faces intense competition in the premium segment.

The 2025 launch timeline and lack of financial projections suggest this is more of a brand positioning play than an immediate revenue driver. For Energizer Holdings (ENR), whose market cap sits at $2.1 billion, this product line extension likely won't materially impact near-term financials. The partnership may boost brand visibility but translation to significant sales growth remains uncertain given the crowded automotive care market.

The new Armor All Podium Series features innovative auto care products engineered to the elite specifications of Oracle Red Bull Racing

ST. LOUIS, Nov. 4, 2024 /PRNewswire/ -- Armor All^®, the most trusted and preferred automotive appearance brand,* today announced its newest and most innovative product line, the Armor All Podium Series, a full spectrum of premium automotive appearance and air freshener products developed in partnership with Oracle Red Bull Racing. Featuring innovative formulations and state-of-the-art technology, Podium Series products combine the legacy and expertise of Armor All with the precision and cutting-edge performance of Oracle Red Bull Racing.

"Like Oracle Red Bull Racing, Armor All is pushing the limits of innovation in our products," said Lori Shambro, Chief Marketing Officer at Energizer Holdings, which makes Armor All. "We are excited to bring our customers a lineup of products that set a new standard of excellence. With F1's total audience size and Oracle Red Bull Racing's winning history, they're the perfect partner for Armor All."

Armor All became the official Auto Cleaning & Care Partner of Oracle Red Bull Racing in 2021. Since then, Oracle Red Bull Racing has seen tremendous success, including the Constructor's World Championship and Driver's World Championship titles in 2023, while also becoming a leading global brand. Today, Formula 1's total global TV audience exceeds 1 billion,** and Oracle Red Bull Racing's unparalleled performance on track and rabid fandom off-track makes this an ideal evolution of the partnership.

"Our fans often care for their cars as much as we care for our own," said Christian Horner, Team Principal & CEO of Oracle Red Bull Racing. "As a team partner, Armor All shares our commitment to winning, our passion for innovation, our quest for championships and our unwavering drive for success."

Podium Series products feature proprietary product technology and patent-pending innovations such as hybrid ceramic technology, which combines silicon-based protection with synthetic elements that optimize performance, versatility and ease across cleaning and detailing tasks. The Podium Series also features premium scents, customized triggers for optimal spray patterns and recyclable bottles. The initial Podium Series appearance lineup includes a wash & shine, high gloss tire shine, exterior detailer, interior detailer, interior protectant and a protectant wipe.

In addition to this exceptional line of appearance products, there will also be a breakthrough line of air fresheners to round out the portfolio. The offering will include hanging, vent and spray formats, and each item will be available in two expertly crafted fragrances. Like the appearance products, these air fresheners will feature high-quality materials along with eye-catching racing-themed novelty designs to become the perfect showpiece in any racing fan's vehicle.  

The Armor All Podium Series makes its formal debut at the SEMA (Specialty Equipment Marketing Association) Show from November 5-8 in Las Vegas. Podium Series products will hit shelves at major retailers worldwide in early 2025. To learn more, visit ArmorAllPodiumSeries.com.

Armor All® is an Energizer Holdings, Inc. brand. For more information, visit www.ArmorAll.com, www.ArmorAll.eu, www.ArmorAll.com.au or ArmorAll.com.mx and follow the brand on social media.

About Energizer Holdings, Inc.
Energizer Holdings, Inc. ("Energizer", NYSE: ENR), headquartered in St. Louis, Missouri, is one of the world's largest manufacturers and distributors of primary batteries, portable lights, and auto care appearance, performance, refrigerant, and fragrance products. Our portfolio of globally recognized brands includes Energizer^®, Armor All^®, Eveready^®, Rayovac^®, STP^®, Varta^®, A/C Pro^®, Refresh Your Car!^®, California Scents^®, Driven^®, Bahama & Co.^®, LEXOL^®, Eagle One^®, Nu Finish^®, Scratch Doctor^®, and Tuff Stuff^®. As a global branded consumer products company, Energizer's mission is to lead the charge to deliver value to our customers and consumers better than anyone else. Visit www.energizerholdings.com for more details.

About Oracle Red Bull Racing
Since its inception, Oracle Red Bull Racing has been a major force in the FIA Formula 1 World Championship, the globe's premier motorsport category. Founded in 2005 to expand parent company Red Bull's presence in professional motor racing and to disrupt the status quo within the sport through a bold mix of passion, playfulness, ambition and achievement, Oracle Red Bull Racing has grown to become one of F1's most successful teams. With multiple Constructors' and Drivers' world titles and more than 100 race wins to its credit, Oracle Red Bull Racing continues its pursuit of ultimate performance – as a race team, as a home of champions and as an innovator operating at the cutting edge of technology.

* MSW, 2023 Brand Health | Auto Appearance Tracking Presentation | U.S., Australia, Canada, Mexico

** F1worldwide.com

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SOURCE Energizer Holdings, Inc.

FAQ

When will Armor All Podium Series products be available in stores?

The Armor All Podium Series products will be available at major retailers worldwide in early 2025.

What products are included in the Armor All Podium Series line?

The Podium Series includes wash & shine, high gloss tire shine, exterior detailer, interior detailer, interior protectant, protectant wipes, and air fresheners in hanging, vent, and spray formats.

What is the new technology used in Armor All's Podium Series?

The Podium Series features proprietary hybrid ceramic technology that combines silicon-based protection with synthetic elements for optimized performance in cleaning and detailing tasks.

When did Armor All partner with Oracle Red Bull Racing?

Armor All became the official Auto Cleaning & Care Partner of Oracle Red Bull Racing in 2021.