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ARM & HAMMER BAKING SODA

BRANDING

POSITIONING

BACKGROUND

Church & Dwight, Inc., founded in 1846, is the leading U.S. producer of sodium bicarbonate, popularly known as baking soda, a natural product that cleans, deodorized, leavens and buffers. The Company’s ARM & HAMMER brand is one of the nation’s most trusted trademarks for a broad  range of consumer and specialty products.

ASSESSMENT

Although their baking soda had traditionally been a household staple, sales were beginning to decline. Research revealed that a new generation of potential consumers were unaware of the multiply uses of this amazing product.

SOLUTION

JAM lead a refresh of the packaging with the new messaging “Another Bright Idea”, supported by illustrations highlighting possible product usages, dependent on the size of each SKU. A cleaner, contemporary design evolution maintained the brands equity while appealing to a younger demographic.