Arm & Hammer Cat Litter: Secret - Double Trouble

Double Duty Cat Litter was the number three brand in its category. This campaign aimed to boost share by highlighting the brand's odour neutralising properties.

Arm & Hammer Cat Litter: Secret – Double Trouble


While Arm & Hammer is a 160+-year-old iconic brand, it is relatively new to the cat litter category. It was discovered that cat owners were adding Arm & Hammer Baking Soda to their cat's litter boxes for improved odor control. Cat owners also believed that the “loose clumps” that formed in the litter box, and then broke-up as the litter box was cleaned (scooped), left odor behind. Arm & Hammer turned this behavior into a revolutionary new product, Arm & Hammer Super Scoop Cat Litter, entering the category in...

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