‘Powered by STEAM‘
Arm & Hammer

What does Arm & Hammer Baking Soda have to do with science? Everything.

In 2024, Arm & Hammer faced declining market share as it lost ground to generic competitors. Our challenge was to differentiate A&H and regain its market position. To achieve this, we focused on reinforcing what the brand represents to younger consumers: science. By doubling down on this core value, we aimed to set A&H apart from the competition and keep Arm & Hammer top of mind.

Role: Creative Direction
Media: Activation, Social Media, Branding

Repackaging

Baking soda as we know it, has been a staple in classroom rocketship launches and volcano eruptions.

We started by creating a series of limited edition disruptive packaging that would be on shelves and distributed to schools nationwide.

3D Rocket created in Adobe Dimension.

Baking Soda Rocket Day

We partnered with Odyssey of the Mind and schools nationwide to infuse community and fun into the science classroom. The first (of many) activation was inviting students to participate in a STEAM day powered by A&H Baking Soda.

This is an on-going effort.

We’re currently in 250+ schools nationwide.

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Credits

Creative Direction:
Benjamin Loh

Creative Oversight:
Jamie P

Agency Producer:
Martha Kim

Photography:
Team Alexander Wang