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Refinery develops creative for car care brand’s partnership with Formula 1 champion

Jenson Button - Refinery - Armor All

Manchester-based Refinery has revealed it has taken a lead creative and production role for car care brand Armor All’s partnership with Formula 1 champion Jenson Button.

The marketing agency is part of Energizer Holdings Inc global agency roster, and has worked on its car care brand Armor All’s partnership and international campaign with the racing driver.

Jenson Button was named as the brand’s first global brand ambassador earlier this year, in a bid to accelerate its marketing efforts in markets across the world.

Alongside developing the creative for Armor All’s partnership, the agency also produced social and digital assets for promotion across the UK, Australia and the Middle East.

Raj Kara, Creative Director at Refinery, said: “Jenson’s background and personality aligns perfectly with Armor All’s goal of democratising car care. Jenson has a very strong relationship with his father, who not only introduced him to racing but also a particular set of values around pride, accountability, thoroughness, and attention to detail.

“We felt these resonated perfectly with our target audiences who like to take the reins when it comes to car care and therefore played more on his family heritage and a values-driven approach, as opposed to focusing on just the product benefits which the majority of the competition do.”

Nick Bradshaw, CEO at Refinery, added: “Our relationship with Energizer is just one example of the work we do with a number of global brands, creating marketing assets for use around the world.”

The international campaign is now live and runs into 2022.

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