Chemical Guys
Bringing adoration back into auto detailing.
Strategist | Campaign | October 2025
Problem
Chemical Guys is in a “quantity vs quality” dilemma.
Car detailing brand Chemical Guys built itself around the bond between people and their vehicles.
Chemical Guys’ credibility came from a commitment beyond maintenance to craft and car culture, but with a shift toward retail that featured all-over-the-place SKU expansions, Chemical Guys has been pushed to the out-of-reach shelves and left out of stock in favor of brands like Armor All and Meguiar’s.
Challenge
How can we elevate Chemical Guys back up to a car culture brand?
Research Findings
Car enthusiasts see their cars as more than machines.
For its core audience, car enthusiasts, car care is much more than the products used. These enthusiasts have developed deep connections with their vehicles, whether it’s through care and maintenance, emotional attachment, or avid participation in greater car communities.
Attachment
“She’s just so cute and has so many memories.”
Commitment
“She's been there through my mental breakdowns, sleepless weeks taking naps in the car, road trips... I [love] the lil business man car.”
Long-Term Dedication
“She won't quit, she's over 10 years old and I think I have 300,000+ miles on her but have never had any problems with her at all.”
Target Audience
Auto Amores.
As we looked into nationwide surveys, we found a greater pattern. Car enthusiasts elevate the upkeep of their cars from obligation to adoration.
Behind the Insight:
Ask 45 people to describe their cars without mentioning the make or model
Dive into documentaries about lowriders and other car detailing communities
Give yourself perfume headaches testing Chemical Guys’ air fresheners at Lowe’s and AutoZone
Meet Kiki the Kia Soul and Betty White the Acura RDX. Learn about Hoopty, Cutie Patitudie, and Wilma Jean
Field Research | Survey Design & Analysis
What’s In a Name
21%
of car owners have given their car a name.
They’re Head Over Wheels
40%
of car owners have confessed they love their cars.
It’s Till Death Do Us Part
48%
of car owners say they’re driving their “forever car”.
Insight
For enthusiasts, car care is love personified.
Enthusiasts believe their vehicles are deserving of care and attention. The time, money, and energy that feel like a burden to others become an expression of these enthusiasts' affection.
Strategy
Where love manifests.
Campaign
Spoil Her.
Manifesto
Remember the first day you met her?
How unfamiliar it all felt, and then how quickly it all felt familiar?
That weird little trick our brains play when something feels forever ago and like it just happened.
You probably don’t remember the moment you fell in love with her, because there’s never just one moment.
It could have been how she looked that morning with the dawn on her.
It could have been seeing her when you got out of work that evening.
It could have been anything.
Anything in that span of your life from when she showed up until now.
The sun still shines and the birds still sing, but everything’s completely different.
It’s something new.
Something incredible.
She’s done so much for you.
You should do something for her.
So go ahead - Spoil Her.
Copywriting by Greg Patterson