From Marauder to Squeaky Clean

Guest Editorial by Ryan Hembree “Go ahead. Stare.” That is the challenge posed by the new tagline for Armor All, a product used by millions of car enthusiasts to clean, shine, and protect their dashboards, steering wheels, and tires. And by spending some time staring at this newly revised brand we can see definite improvement in its execution, as well as some potential pitfalls.If the intent of the new look is to project the strength of the Armor All brand, then this quality has definitely been achieved through the completely redrawn Viking character. Upright and stoic in his pose (complete with a new, shiny and polished shield), he has certainly grown up over the past thirty years. Originally the brand featured a more cartoon-looking Viking, drawn by “Big Deal”, sh