Project title – Breath Away / Ice Cube / Twins
Brief – “The brief was to create a range of TV advertisements for Arm & Hammer which positioned the brand apart from the rest of the category, and supported the launches of the new Intense Fresh and Enamel Pro Repair products.”
Creative – The production approach was key to making this idea gain traction. As the campaign was character driven, casting was a priority. We spent a total of 3 days doing live and video casting to find people for the range of advertisements who reflected Arm & Hammer’s unique character and unconventional wisdom. The results were as extraordinary as the commercials. Both of the products supported by the TV commercials achieved dramatic commercial success. Following the first campaign airing period, in July 2014, Arm & Hammer Advance White Intense Fresh consumer sales had increased by 205% vs the previous year*, with consumers trialing the brand and reconsidering its out-of-the-ordinary taste.
Arm & Hammer Enamel Pro Repair Sensitive enjoyed a sales increase of 15% in February 2014, following a TV airing period, and this was compounded in April, when sales rose by 53% following another month on air, demonstrating the snowballing effectiveness of the brand’s simple, stark message.