As a challenger brand in the UK toothpaste sector, Arm and Hammer certainly trade on a noticeable difference. The strength of its brand lies in their unique baking soda ingredient.
However, negative perceptions of taste have dogged the brand, so in response they developed Brilliant Sparkle with a new fresh minty, cool breathe formula.
To champion both the new formula and its famous point of difference an ATL campaign was created using the strapline: WOW! It must be the baking soda.
Our task was to bring the WOW spirit and the Brilliant Sparkle product to life.
By identifying the dominant mindset of our audience as ‘secure’ it proved vital to generate trial if we were to win over new consumers and reverse negative preconceptions.
Our Shopping Journey Tool firmly steered us in the direction of shopping malls, where we could engage with a wide audience and distribute samples in high volume.
We generated activity from a central stand where a samples and MONP coupons were handed out to encourage trial at home. To add the WOW! Factor, we commissioned an artist to produce crowd drawing innovative 3D floor design. This clever optical illusion gave people the prefect photo opportunity to be snapped standing on a towering box of toothpaste brandishing a giant toothbrush!
Awestruck shoppers were emailed their WOW! photos and also driven to the Arm and Hammer Facebook page to enter a competition. Here they could also download a hi-res version of their awesome photo.