---
title: "Ziebart Launches National Branding Campaign Featuring Knight in Shining Armor"
url: https://burnaze.com/article/382f6ac5-03ae-424a-8670-4c3dfe74c119
source: "Franchising.com"
original_url: https://www.franchising.com/news/20240910_ziebart_launches_national_branding_campaign_featuring_knight_in_shining_arm.html
category: "Repair & maintenance"
industry: "Automotive"
segment: "Repair & maintenance"
topics: ["Marketing"]
published: 2024-09-10T12:00:00.000Z
modified: 2026-10-31T18:33:38.535Z
image: https://images.unsplash.com/photo-1551836022-deb4988cc6c0?w=1600&q=80&auto=format&fit=crop
---

# Ziebart Launches National Branding Campaign Featuring Knight in Shining Armor

**TL;DR:** Ziebart launches a national branding campaign featuring a knight in shining armor mascot, aiming to revitalize the brand and reach new audiences. The campaign includes CTV streaming, YouTube advertising, digital display ads, and Gmail advertising via Google Discovery.

*originally published in Franchising.com on 2024-09-10. [Read the original](https://www.franchising.com/news/20240910_ziebart_launches_national_branding_campaign_featuring_knight_in_shining_arm.html).*

## Story

“For 65 years, Ziebart has been the best kept secret in automotive appearance and protection services,” said Thomas A. Wolfe, President and CEO of Ziebart. “This branding campaign will revitalize Ziebart as the go-to service for drivers to protect vehicles, while simultaneously reaching new audiences, bridging the awareness gap to reach the millions of drivers energized about taking care of their vehicle.”

Ziebart’s national campaign is airing now through CTV streaming, YouTube advertising, digital display ads, and Gmail advertising via Google Discovery.

At the heart of this campaign is the introduction of Ziebart’s first-ever company mascot, Bart. A knight in shining armor, Bart stands ready to protect and defend vehicles across the country. For the last 65 years, Ziebart has remained committed to providing quality protection and appearance services through their expertly-trained technicians and advisors with a prominent level of consumer trust backed by industry-leading warranties. Bart embodies Ziebart’s promise to ensure a vehicle’s longevity, serving as a trusted guardian of automotive appearance and integrity.

“Bart will be instrumental in sharing why Ziebart is your vehicles best defense against everyday wear, tear and damage to your interior and exterior structure and appearance,” said Larisa Walega, Chief Growth Officer of Ziebart. “This national branding campaign marks a significant investment in the future of Ziebart, modernizing our brand while highlighting our reputable commitment to growth, innovation, and long-term success.”

This campaign marks a pivotal moment for Ziebart, as the brand hasn’t embarked on a nationwide branding initiative in more than 20 years. It serves to help the brand stand out in the competitive automotive industry through cohesive messaging that’s relatable and appealing to contemporary consumers.

“The strategy behind this campaign is designed to unify our brand message of protecting vehicles, increase brand awareness and drive engagement across new and existing audiences, while ultimately, supporting our franchisees by driving traffic and sales,” added Walega. “The team is excited to be a part of this monumental piece of Ziebart’s legacy.”

## Entities

- Franchising.com (publication)
- Automotive (sector)
- marketing campaign (topic)
- brand awareness (topic)
- automotive services (topic)
- Ziebart (company)
- Thomas A. Wolfe (person)
- Larisa Walega (person)
- national branding (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20240910_ziebart_launches_national_branding_campaign_featuring_knight_in_shining_arm.html). Summarized by Burnaze (https://burnaze.com/article/382f6ac5-03ae-424a-8670-4c3dfe74c119).