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Communicator is part of the Captivate Group, an independent group of agencies joined together by connected thinking and big ideas (and the 7th floor of the Tea Building). Working together as well as independently to solve problems for our clients.

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Arm & Hammer

The challenge

Create an impactful way to raise awareness among 25-54 year old premium brand consumers in a market dominated by the big players.

How we listened

Research showed that consumers can find Arm & Hammer’s unique taste and baking soda texture a little odd at first, but after a while usually grow to love it. So, not only was trial essential, but we wanted to make sure everyone who tried it was going to continue. We also knew it was important to look beyond trial and first sale and start a relationship with our target audience.

How we talked

We put Arm & Hammer directly into consumers’ homes and bathrooms, through a highly- targeted door drop with a sample and data collection promotion to provide future relationship opportunities. Arm & Hammer is so different from traditional toothpastes – it stands out – so our creative needed do the same. Our door drop played on Arm & Hammer’s uniqueness and drove trialists to build a love for the brand. This was supported by in-store digital media to provide an additional reminder to buy at point of purchase.

94%

of recipients recalled the sample. The amount of people who tried it after recalling it was 95%

It was rated excellent by

84%

of trialists

Increased sales by

37%

IPA Effectiveness award