Armor All Vacuums

The Armor All/STP Products Company Signs Three New Licensing Agreements to Broaden Offerings Available Under the ARMOR ALL Brand

LOS ANGELES, CA (November 4, 2008) — The Armor All/STP Products Company has signed exclusive licensing agreements for the introduction of Armor All branded car vacuums, modular floor tiles, and a line of auto body and fiberglass repair products. The licensing agreements were developed and negotiated by Los Angeles-based new business development consultancy Brand Sense Partners, LLC (BSP), and will broaden car care solutions available to consumers under the ARMOR ALL brand.

“The addition of these new Armor All branded lines to the already wide-ranging family of automotive care products available under the ARMOR ALL brand supports Armor All’s position as the leading brand in car care for both the inside and outside of the vehicle,” said Steve Silberblatt, vice president of new business development & licensing for Armor All’s parent, The Clorox Company. “Auto enthusiasts will now have access to an even wider range of ARMOR ALL branded products to keep their cars, and the spaces in which their cars are garaged, clean, protected and looking like new.”

Cleva North America, a leading worldwide manufacturer of wet dry vacuum cleaners, accessories and outdoor power equipment, will introduce the Armor All™ branded Utility Vac, a 2.5 gallon wet/dry vacuum with a six-amp, two-peak motor and features on-board accessory storage, a blower function and an automatic shut-off to prevent overflow. Specifically designed for automotive care, the vacuum comes complete with a detail accessory kit including a six-foot hose, reusable cloth filter and foam sleeve, round dusting brush, crevice tool, deluxe car nozzle and a storage pouch. Cleva’s Armor All branded Utility Vac has a MSRP of $39.99 and will be available at retail beginning in the fall of 2008.

New commercial-grade Armor All™ branded interlocking Floor Tiles by Forma Floor, manufacturer of professional grade flooring tiles for the racing industry, will also be offered by Forma Floor. They are constructed of a unique, high-impact polypropylene material that is extremely resistant to UV light, oil, chemicals, bacteria, weather and stains. Available in a variety of colors, the flooring tiles feature easy-snap assembly that will offer consumers an alternative to the lengthy and often laborious installation process required for garage flooring products currently found in the marketplace. The flooring tiles will be launched at retail during the spring of 2009.

In addition, a complete line of high-performance refinishing products, including auto body and fiberglass repair products has been licensed to bear the ARMOR ALL Brand and was developed by Pro Form Products Ltd., a leader in the auto body specialty market. In a category with a limited number of suppliers, the agreement with Pro Form will provide retailers the ability to offer consumers a superior option in the paint, body and equipment aisle with a highly recognized brand. The refinishing products will be available at retail during the spring of 2009.

“These licensing agreements present an ideal opportunity for the Armor All brand heritage of quality and innovation to expand by combining the value and expertise of these companies and the value of the ARMOR ALL brand to create products that serve a larger portion of consumers’ auto care needs,” said Ramez Toubassy, president of Brand Sense Partners. “With existing brand extensions that include car cleaning tools and wiper blades, the addition of these new product categories creates a broader solution for consumers available under the trusted ARMOR ALL brand that is clearly worth more than the sum of its parts.”

The new Armor All branded products will be available at mass retailers, auto channels, home improvement stores and online.

-Brand Licensing

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