11/04/2008

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.

Companies interested in licensing opportunities with Armor All should contact Rory Wehrlie at Brand Sense Partners, 310-867-7222.

About Armor All
The Armor All/STP Products Company is a subsidiary of The Clorox Company, headquartered in Oakland, Calif. The Clorox Company is a leading manufacturer and marketer of consumer products with fiscal year 2008 revenues of $5.3 billion. Clorox markets some of consumers’ most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works™ natural cleaners, Armor All® and STP® auto-care products, Fresh Step® and Scoop Away® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration systems, Glad® bags, wraps and containers, and Burt’s Bees® natural personal care products. With approximately 8,300 employees worldwide, the company manufactures products in more than two dozen countries and markets them in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $73.4 million to nonprofit organizations, schools and colleges. In fiscal 2008 alone, the foundation awarded $3.7 million in cash grants, and Clorox made product donations valued at $5.3 million. For more information about Clorox, visit www.TheCloroxCompany.com.

About Brand Sense Partners, LLC
Established in 2001, Brand Sense Partners, LLC (BSP) is a strategic new business development consultancy with an integrated turnkey infrastructure designed to execute the firm’s recommendations. BSP fosters growth in new categories of business for its clients by leveraging brand equity and other strategic assets. Clients focus on their core businesses while BSP’s team of industry experts develops the strategy through market research and in-depth analysis, negotiates the deals and manages the new lines of business. The BSP approach reduces capital costs, risk and time to market resulting in new, profitable and accelerated growth for its clients. Headquartered in Los Angeles, BSP manages more than 200 partnerships for its Fortune 500 clients with approximately $1.5 Billion in retail sales in the consumer products, media, technology, celebrity and fashion industries. For more information, please visit www.bsp.com.

About Cleva North America
Established in 2006, Cleva North America is an affiliate of the Suzhou Cleva Electric Appliance Co., LTD, a leading worldwide manufacturer of wet dry vacuum cleaners, accessories and outdoor power equipment. With more than 15 years of experience in engineering and motor technology, Cleva incorporates the latest processes and highest standards for engineering, design and production. Cleva North America’s product line includes a full range of wet dry vacuum cleaners and accessories for the shop, home, office and automobile, including a full line of professional wet dry vacuums for commercial applications.

About Form Floor
Established in 2004, Forma Floor is as an affiliate of The RM Group, an alliance of companies concentrates primarily in supplying the racing industry with high quality brand name parts. Forma Floor was created to bring an affordable high quality flooring solution to the mass retail market. For more than ten years The RM Group has supplied modular flooring tile flooring solutions to CART, NASCAR, GrandAm and various other professional race teams for paddock and hospitality use for before and after race activities. For more information about Forma Floor, visit www.formafloor.com.

About Pro Form
Pro Form is a Canadian-owned, privately held company with a reputation for aggressive Paint, Body & Equipment market penetration and innovative products. Since its inception in 1972, the company has been known for innovation, agility and growth. Pro Form’s reputation has earned vendor appreciation awards from several major warehouse distributors and excellent relationships with its suppliers around the world. For more information about Pro Form, please visit www.proformproducts.com