Strategy

With teeth-brushing being second nature and part of everyone's daily routine, brand loyalty is remarkably low for such a ubiquitous product. As the trend for teeth-whitening has taken hold, the number of products has proliferated even further and consumer choice is now even more difficult.

The product has unique attributes in its baking soda formula. The baking soda reacts gently in your mouth, creating a zingy, long-lasting feeling.

The product's premium-price point drove the targeting strategy. Aiming the campaign at the wealthier, early-adopting households in the vicinity of Arm & Hammer stockists would be the sweet spot.

Creativity

The agency Communicator London used that unique clean feeling that comes from brushing with Arm & Hammer and created a strong visual, brought to life with gently rolling 'explosive clouds', evocative of the deep clean refreshment.

The refreshing feeling was further dramatized with a chance to win an exhilarating balloon ride. In keeping with the product's gently refreshing efficacy, prize winners would get to experience the cool, exhilarating rush of cruising through white clouds.

A money-off voucher also helped reinforce re-purchase.

Results

• 95% of people recalled the sample
• 85% of people went on to use it
• 65% of the people who received the sample went on to purchase Arm and Hammer.
• The same creative also ran in-store at local pharmacies in the catchment area. Data showed that, in tandem with the door drop, this led to a 37% increase in sales
• The campaign won a DMA Bronze Award