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.
Bustle / CNN / Daily Front Row / Dazed / EliteDaily / FashionUnited / GQ / Harper’s Bazaar / HypeBae / HypeBeast / Nylon / Observer / Paper Magazine / PR Newswire / Refinery29 / Style Democracy / Vogue
Select Press
Credits
Creative Direction:
Benjamin Loh
Creative Oversight:
Jamie P
Agency Producer:
Martha Kim
Photography:
Team Alexander Wang