Brand Challenge

Arm & Hammer wanted to update the uninspired image of its venerable baking soda toothpastes’. Research showed that consumers were unaware of the various offerings and their unique differences.

Compelling Results

• Renewed brand identity exudes modern energy and freshness for the entire product family
• For toothpaste, dynamic graphics purposely communicate product attributes & benefits
• Outstanding performance of toothpaste redesign prompted extension across brand family, from gum to laundry detergent