arm & hammer pitch
It’s in almost every room in your house. You use it for virtually everything, it works pretty much all the time, and it’s been around almost as long as God. Did I mention it’s natural? Obviously, we’re talking about sodium bicarbonate. Sorry, I meant to say baking soda. Selling one of the oldest, most effective and most ubiquitous products there is seemed pretty straight forward. You might say it’s not that complicated, so simple. We thought so too. We actually went so far as to say that baking soda, along with the rest of Arm & Hammer’s products are down right Undercomplicated. This campaign was the pitch that won the first AOR race that A&H had done in over THIRTY YEARS (pretty proud of that).
With a system of stripped down visuals and copy we brought A&H products to life across almost every channel imaginable. Our content strategy was fast paced and hard hitting. We developed a bespoke music style and sound device to identify the brand (you know, like the Apple sound or the Taco Bell “bell”). “TV” spots (so many) were written as 6-second ads that could stand alone or be strung together for longer buys. We placed our print and digital ads strategically playing off the content that surrounds them. For example, in Rolling Stone during an article talking about the greatest stage performances in history we ran an ad for deodorant with copy that responded to the article. Or on GQ men’s style page we talk about boxers and detergent. We rethought the “in-store” experience both physically and digitally creating partnerships with Ibotta and Cartwheel. We also thought through some product innovations including their fridge box as well as a subscription product package.