Arm & Hammer is no ordinary toothpaste. It doesn’t work like other toothpastes, it doesn’t sound like other toothpastes and it certainly doesn’t taste like other toothpastes. Its unique baking soda formula delivers a distinctive feel and taste that other brands simply can’t touch.
At first, consumers can find Arm & Hammer’s unique taste a little odd, but after a while often grow to love it. So we were briefed to drive extended trial of A&H’s Truly Radiant toothpaste with 25-54 y/o premium brand consumers.
Arm & Hammer stands out. Its approach to dental hygiene is vastly different from traditional toothpastes. Our creative needed to do just that. Stand out. Be bold. Think outside the bathroom. Make the idea of brushing your teeth with something slightly unconventional fun, not a chore.
We needed to get Arm & Hammers into homes and then into bathrooms. So we proposed a highly targeted door drop with a data collection promotion to provide future contact opportunities and in-store animations that played on A&H’s uniqueness and drove trialists to build a love for the brand in a fun and engaging way.
Our creative led to some Truly Radiant results. 94% recalled the sample, of those, 95% trialled the product and 84% of trialists rated it as excellent.
Our in-store communications drove a 37% increase in sales and our creative has been heralded as best practice for the brand.