Arm & Hammer: Open White

Arm & Hammer, an American manufacturer of household products, created a sample that offered strong visuals and a free balloon ride to convince UK consumers that its premium-priced toothpaste was worth purchasing.

Campaign background

The toothpaste market had become reliant on the tyranny of 'two-for-one'.

Arm & Hammer wanted to rise above that with a message built on product efficacy and unique ingredients.

Strategy

Teeth-brushing is part of everyone's daily routine.

Yet 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.

Communicator London looked outside the store to create desire for Arm & Hammer beyond simple price points. The product has unique attributes in its baking soda...

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