Armor All- licensing-and-brand-strategy -


  • Brand Strategy
  • Licensing
  • Strategy Consulting

Project Details


With 98% awareness and leading market share, Armor All’s growth had been constrained by a limited set of core products.  The brand team also was seeking ways to generate new revenue streams and further strengthen brand equity and consumer engagement. Based on consumer insights and research, BSP launched an extension program for Armor All to further connect with DIY car care enthusiasts, leading to a meaningful product offering of 60+ SKUs.