Arm & Hammer Baking Soda Taylor Baer, Lisa Hollywood, Gary Lin, Wyatt Komarin, Yaqing Cai
Arm & Hammer is a Heritage Brand.
One Ingredient sodium bicarbonite
Na
+
-O
OH C
O
Safe for the environment and the body.
Most people know the little orange box.
It lives in the baking aisle.
40%
32,000 tons
Baking Soda sales
53,000 tons
No one bakes anymore.
1900
Source: http://www.madehow.com/Volume-1/Baking-Soda.html
1990
Hundreds of uses. Deodorizing Deodorize wastebasket Deodorize Drains Freshen Musty Towels Freshen Funky Fridge Deodorize Lunch Boxes Deodorize Recyclables Deodorize Drains Deodorize Fridge Deodorize Freezers Deodorize Dishwasher Freshen Sheets Freshen Ashtrays Deodorize Gym Bag Recurrent Room Odors Deodorize Garbage Can Deodorize Carpet Freshen Carpet Deodorize Camper Water Tank Deodorize Car Stinky Sink
Cleaning Clean Shower Curtain Shower Grime Clean Bathroom Surfaces Cleaning Bathroom Floors Clean Laundry Laundry Stains Clean floors Greasy Dishes Clean Coffee Maker Clean Pots and Pans Clean Plastic Containers Clean Sponges Wash Dishes Wash Teapots Clean Kitchen Surfaces Clean Furniture Clean Sports Gear Clean Oil Stains Clean Cars
Grooming Wash Hair Wash Hands Brush Teeth Bath Soak Facial Exfoliator Body Exfoliator Deodorant Foot Soak Mouth Wash Prevent Split Ends
Treatment Facial Appliance Soak Plaque Antacid Camping Necessity Treat Burns Treat Mosquito Bites Treat Poison Ivy Treat Sunburn
ARM & HAMMER BAKING SODA
Source: https://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure
VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
A&H has many products. 1 2 3 Use Source: amazon.com
Home Cleaning
Laundry
Deodorize Fridge
4 5 6
Toothpaste
Baking
Personal Care
A&H stays at home. ARM & HAMMER BAKING SODA
95% Location VISUAL AUDIT | PRODUCT USE | AUDIT BASELINE INFORMATION | MARKET RESEARCH | MARKETING AUDIT | COMPETITOR AUDIT
A&H is getting old.
45 + Demographic
<24
25-34
35-44
45-54
Arm & Hammer Consumers by Age Source: InfoScout
55-64
SO WHAT DO MILLENIALS WANT?
The Simplicity Seeker is a concientious shopper who is concerned about artificial ingredients. They want easy to understand products and are willing to pay more for sustainably minded brands.
Source: KRC Research/Weber Shandwick Source: Sensient Colors H&W Study
Selfie Souvenier Millenials would rather have amazing experiences than buy expensive things. They want products that make it easy to travel, explore, and discover in persuit of the perfect instagram shot.
MSNBC â&#x20AC;&#x153;Millenials Are Prioritizing Experiences over Stuffâ&#x20AC;?
The Lifehacker is a curious inventor who wants to customize their experience and take ownership of their products by discovering new uses.
Target Market:
Millenials Target Use:
Personal Care
Value Proposition:
On the Go
Letâ&#x20AC;&#x2122;s get baking soda out of the house.
Baking
Soda
phy
5
Arm & Hammer name was not part of the emblem before 1976. Kerning is applied in todayâ&#x20AC;&#x2122;s logo.
1930
1950
All primary and secondary texts are capitalized except for todayâ&#x20AC;&#x2122;s packaging. All texts are sans serif. No italic, mostly bold.
SODA
Do-All
Do-Well
Do-One
A&H Soda has you covered.
$1.23
$5.22
$3.69
$3.99
$5.22
$5.79
Sodium bicarbonate
Water, SD Alcohol 40, Glycerin, Polysorbate 20, Carbomer, Triethanolamine, Imidazolidinyl Urea, Aloe Vera (Aloe Barbadensis) Leaf Juice, Fragrance, Iodopropynyl Butylcarbamate, Benzophenone 4, Yellow 5 Lake, Blue 1 Lake (CI 42090)
Water (Aqua, Eau), Juglans Regia (Walnut) Shell Powder, Glyceryl Stearate, Glycerin, Sodium Lauryl Sulfoacetate, Zea Mays (Corn) Kernel Meal, Cocamidopropyl Betaine, Cetearyl Alcohol, Cetyl Alcohol, PEG-100 Stearate, Cetyl Acetate, Titanium Dioxide (CI 77891), Polysorbate 60, Ceteareth-20, Acetylated Lanolin Alcohol, Triethanolamine, Carbomer, Fragrance (Parfum), PPG2 Methyl Ether, Phenethyl Alcohol, Limonene, Linalool, Methylisothiazolinone, Prunus Armeniaca (Apricot) Fruit Extract.
Active Ingredient: Sodium Fluoride Inactive Ingredients: Sorbitol, Water, Hydrated Silica, Disodium Pyrophosphate, Sodium Lauryl Sulfate, Sodium Hydroxide, Flavor, Sodium Saccharin, Xanthan Gum, Carbomer, Polyethylene, Mica, Titanium Dioxide, Blue 1 Lake
Water, Organic Coconut Oil (Certified Fair Trade Ingredients), Potassium Hydroxide (None Remains After Saponifying Oils Into Soap and Glycerin), Organic Palm Kernel Oil (Certified Fair Trade Ingredients), Organic Olive Oil (Certified Fair Trade Ingredients), Mentha Arvensis, Organic Hemp Oil, Organic Jojoba Oil, Mentha Piperita, Citric Acid, Tocopherol.
Bentonite Magma, Calcium Hydroxide, Glycerin, Purified Water
Seamless care for your next adventure.
Instagram Adventurers and bored young professionals
Target Market
15.7
15.7
Million
Million
The product targets 25-35 year olds who spend spend most of their time stuck in the concrete jungle, but who pine for the real deal. Building on A&Hâ&#x20AC;&#x2122;s legacy of authentic and simple products, our product targets active urban millenials who value these qualities in everything they do. A&H Soda is for consumers who want to feel like they are on an adventure, even from their office chair.
Communication Target: The Boy Scout Meet Dan. Dan is a 25 year old, and bored at his job in healthcare consulting. Working more weekends than he would like, Dan feels stuck, and finds himself often sitting in his office chair and dreaming about a life out in the woods. He just wants a product that will make him feel like heâ&#x20AC;&#x2122;s roughing it out on the trail, even though he hasnâ&#x20AC;&#x2122;t left his cubicle.
Consumer Target: The Essentialist Meet Yasir, 29. She spends her life on the road for a major outerware company, putting their products to the test in extreme environments. She lives a minimilist lifestyle, carrying only what she needs to keep her feeling fresh and clean between saltwater kayaking one day, and desert hiking the next. Her personal care products need to be tough, but also have little impact on the beautifual landscapes he traverses.
WHY DOES A&H FIT IN TO YASIRâ&#x20AC;&#x2122;S LIFE?
Dependable
I am always there when people need me. My friends say that I am someone they can always count on. No matter when or where, I will be there to help anyone tackle any of lifeâ&#x20AC;&#x2122;s challlenges.
Gentle
Although I am tough, I am understanding and compassionate. Nothing makes me happier than taking care of the environment and the people around me.
Handy
People say that I can adapt to almost any situation. My resourcefulness and â&#x20AC;&#x153;outside of the boxâ&#x20AC;? thinking helps me create solutions to any problem.
Team Player
I like to be part of a team and share my opinions with others. I always give 110 percent. My teammates never have to worry, I wonâ&#x20AC;&#x2122;t rest until the job is done.
Arm and Hammer Pure Soda
The only travel ready personal care products that can do multiple jobs all from one ingredient, for explorers, discoverers and adventure wannabes, who are based in US cities and wherever their travels take them, and who value simplicity and authenticity in an era of too much stuff, and too many false promises.
Powder Up
Letâ&#x20AC;&#x2122;s talk about the box.
We’ve got box problems. leaks
Powder Leaks
Can’t Reseal
not resealable
No Portion Control
hard to pour and measure
Hard to Scoop
hard to spoon out
Can’t See Remaining
n h
Competitor Landscape
Competitor Color Dominance MPETITOR PACKAGE COLOR DOMINANCE GENTLE TRUSTWORTHY
HANDY
DEPENDABLE
Tide Lysol Campsuds Swans Calamine
Febreze
Glade
Kiehl’s St. Ives
Lysol
Sea to Summit
Carpet Fresh
Febreze Solarcaine Banana Boat Aloe
Benadryl Itch Arm & Hammer
Dr. Bronner’s
Cortizone Burt’s Bees Bon Ami EO Soap
After-Bite
Downy Rock and Roll
Competitor Color Dominance MPETITOR PACKAGE COLOR DOMINANCE Handy
Gentle GENTLE
HANDY
DependableDEPENDABLE Team Player TRUSTWORTHY Tide
Lysol
Febreze
Glade
Lysol
Campsuds Swans Calamine
Kiehl’s St. Ives
Carpet Fresh
Sea to Summit
Febreze Solarcaine Banana Boat Aloe
Benadryl Itch Arm & Hammer
Dr. Bronner’s
Cortizone Burt’s Bees Bon Ami EO Soap
After-Bite
Downy Rock and Roll
Typographic History Capitalized Narrow Subtle Serif No Kerning Bold Non Italicized
Logo Evolution to Revolution
Original
Modified A&H and tagline
EVOLUTION
Modified tagline to match A&H
Modified A&H to match tagline + Symbol
Modified A&H + new tagline type style + Symbol
Whole new type style + Symbol
REVOLUTION
Color palette
Typography
Holding shape
Graphic
Texture
New Life of Product Where does it sit in the store?
What type of stores?
Where is it used and stored after purchased?
We can live in lots of places. 1 Personal Care Aisle - Clip Rack Display 2 Checkout Counter - Next to hand sanitizer 1 3
2
3 Natural Products Section - On the shelf
Taking Arm & Hammer to new territories
Outdoor Lifestyle Stores
Pharmacies
Online
New homes for A&H to live? “In Your” Pocket Backpack Gym Bag Luggage Hiking Pack Toiletry Kit Cupholder
A day on the road with Yasir. wakeup
after breakfast
before dinner
chilling
before bed
Face Scrub
Toothpaste
Hand Scrub
Bug Bites & Sunburn
Shoe Deodorizor
at th e Gym
Mak ec at h ookies ome
Trea t at th sunbur n e be ach
Deo d in y orize S our h lugg oes age
Was h Fa ce
Bag
otel
at H
ze G ym
dori
Deo
sh T eeth
Bru
Breaking out of the box.
BOX OF BAKING SODA
A&H SODA
Powder Up Your Next Adventure
A suite of on-the-go products. 3. remove tablet
4. crush tablet as needed
1 - 1/4â&#x20AC;?
Soda Pods
Soda Sheets
Soda Scrub
Soda Tabs
Deodorizing Cleaning
Deodorizing Grooming
Grooming Treatment
Deodorizing Cleaning Grooming Treatment
Closet Drawer Gym Bag Luggage Shoes
Backpack Gym Bag Pocket
Hiking pack Luggage Gym Bag Toiletry Kit
Hiking Pack Cupholder
Pods
Pods
11.00"
6.60"
0.35"
SO
2.30"
DA PO D S
3.65"
The power of baking soda in a whole new form. Since 1846 Arm & Hammer has been an American Household name. Our Soda Pods take Baking Soda to places it has never gone before. Freshen up your gym bag, luggage, sneakers, and more with the power of baking soda and the new conviencence of a spill-proof pod. Powder up your life.
INGREDIENTS: Sodium Bicarbonate Uses: Deodorizes Shoes, Bags, Luggage, Lockers, and Drawers, Cleans and polishes surfaces when wet.
20 count
Distr. by Church & Dwight, Co., Inc. 500 Charles Ewing Boulevard Ewing, NJ 08628 USA INGREDIENT: Sodium Bicarbonate THE ARM & HAMMER MONEY BACK GUARANTEE We unconditionally guarantee 100%
0.85"
0.80" 0.80"
way, please call our Consumer Relations Department toll-free at: 1-800-524-1328, 9am-5pm ET
NET WEIGHT: 36 oz CONTENTS: 20 DEODORIZING PODS
3.00"
3.00"
4.55"
1.00"
Pods
The power of baking soda in a whole new form. Since 1846 Arm & Hammer has been an American Household name. Our Soda Pods take Baking Soda to places it has never gone before. Freshen up your gym bag, luggage, sneakers, and more with the power of baking soda and the new conviencence of a spill-proof pod. Powder up your life.
Distr. by Church & Dwight, Co., Inc. 500 Charles Ewing Boulevard Ewing, NJ 08628 USA INGREDIENT: Sodium Bicarbonate THE ARM & HAMMER MONEY BACK GUARANTEE We unconditionally guarantee 100% way, please call our Consumer Relations Department toll-free at: 1-800-524-1328, 9am-5pm ET
S O DA PO D S
INGREDIENTS: Sodium Bicarbonate Uses: Deodorizes Shoes, Bags, Luggage, Lockers, and Drawers, Cleans and polishes surfaces when wet.
20 count
NET WEIGHT: 36 oz CONTENTS: 20 DEODORIZING PODS
Sheets
paper soap
Sheets
Arm & Hammer odor-neutralizing curtain fresh
Sheets
material water-proof paper
Sheets
mechanism thumb sliding
Sheets
Sheets
3.00
0.25
2.00
0.25
3.53
0.53
Tablet
Soda Tablets
Tablet 3. remove tablet
2. lift cap
1. grip bottle
5â&#x20AC;?
4. crush tablet as needed
able to hang
1 - 1/4â&#x20AC;?
Tablet 1 - 1/4”
S
Distr. by Church & Dwight Co., Inc, 500 Charles Ewing Boulevard, Ewing, NJ 08628 USA
1 - 1/4”
A TA B L E T
THE ARM & HAMMER MONEY BACK GUARANTEE We unconditionally guarantee 100% satisfaction. If you are not satisfied in any way, please call our Consumer Relations Department toll-free at: 1-800-524-1328, 9am-5pm ET
SOD
2”
Sodium Bicarbonate
3/4”
4 - 3/4”
USES antacid: 1/2 tablet to glass of water Please Recycle No Animal by-products P
1”
brush teeth: 1 tablet under running water wash face, wash body, hair, and dishes: 1 tablet + water deodorize, treat insect bites, treat burns: dry tablets crush with base as desired
18 tablets
TABLET sodium bicarbonate
CAP PVC Plastic - opaque
TABLET CONTAINER PVC Plastic Tube - clear
GRIP PVC Plastic - opaque
Paste
Paste
Paste
PUR
ODA SCR
Sodium Bicarbonate Water Cleans Body Face Hands Hair Teeth
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
TM
PU
RE S
ODA SCR
Sodium Bicarbonate Water Cleans Body Face Hands Hair Teeth
So Wa dium ter Bic
UB
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
DA
O
RE S
UB
arb
Cl Bo ean Fa dy s Ha ce Tr Ha nds Su eats Te ir eth Bu nbu Po g B rns Po ison ite It Fo All ison Oa ch rM erg Iv k or Ne eU yR y t. se W as sS t. h 3.0 ee oz
.(
85
TM
ES
TM
PU
on
ate
SCR
UB
TM
PU
RE S
ODA SCR
UB
Sodium Bicarbonate Water Cleans Body Face Hands Hair Teeth
ba
ck
g)
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
TM
PU
RE S
ODA SCR
Sodium Bicarbonate Water Cleans Body Face Hands Hair Teeth
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
For More Uses See back
For More Uses See back
For More Uses See back
For More Uses See back
Net. Wt. 3.0 oz. (85 g)
Net. Wt. 3.0 oz. (85 g)
Net. Wt. 3.0 oz. (85 g)
Net. Wt. 3.0 oz. (85 g)
IDENTIFY BY TOUCH
ABLE TO HANG/ EASY TO HOLD
USE ALL PRODUCT
FIT ON NARROW SHELF
UB
SHOW WHEN PRODUCT IS LOW
Paste
Spin it to
Spin it to
fe e
fe e TM
PU
RE S
O DA S
B CRU
Sodium Bicarbonate Water Cleans Body Face Hands Hair Teeth
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
For More Uses See back Net. Wt. 3.0 oz. (85 g)
l t h e p o w d e r!
INGREDIENTS:
l t h e p o w d e r!
Sodium Bicarbonate Water
DIRECTIONS:
Cleaning: Wet hair, face, or body. Apply to hands, add water. Massage onto intended area. Rinse thoroughly.
INGREDIENTS: Sodium Bicarbonate Water
DIRECTIONS:
Cleaning: Wet hair, face, or body. Apply to hands, add water. Massage onto intended area. Rinse thoroughly. Treatment: Apply a small amount to finger and rub onto affected area allow to dry. Apply as needed to sooth itch and redness.
Scan for more uses.
THE ARM & HAMMER MONEY BACK GUARANTEE We unconditionally guarantee 100% satisfaction. If you are not satisfied in any way, please call our Consumer Relations Department toll-free at: 1-800-524-1328, 9am-5pm ET Distr. by Church & Dwight, Co., Inc. 500 Charles Ewing Boulevard Ewing, NJ 08628 USA
OPTION 1
PU
UB RE S O DA SCR
Treatment: Apply a small amount to finger and rub onto affected area allow to dry. Apply as needed to sooth itch and redness.
Sodium Bicarbonate Water Cleans Body Face Hands Hair Teeth
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
For More Uses See back Net. Wt. 3.0 oz. (85 g)
Scan for more uses.
THE ARM & HAMMER MONEY BACK GUARANTEE We unconditionally guarantee 100% satisfaction. If you are not satisfied in any way, please call our Consumer Relations Department toll-free at: 1-800-524-1328, 9am-5pm ET Distr. by Church & Dwight, Co., Inc. 500 Charles Ewing Boulevard Ewing, NJ 08628 USA
OPTION 2
Paste .8”
2.5”
Spin it to
1”
fe e TM
TM
PU
5.5”
RE S
U O DA SCR
B
INGREDIENTS: Sodium Bicarbonate Water
PU
Sodium Bicarbonate Water
2.2”
Cleans Body Face Hands Hair Teeth
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
l t h e p o w d e r!
UB RE S O DA SCR
Sodium Bicarbonate Water
2”
Cleans Body Face Hands Hair Teeth
Treats Sunburns Bug Bite Itch Poison Oak Poison Ivy Allergy Rash
For More Uses See back
For More Uses See back
Net. Wt. 3.0 oz. (85 g)
Net. Wt. 3.0 oz. (85 g)
FRONT
FRONT
DIRECTIONS:
Cleaning: Wet hair, face, or body. Apply to hands, add water. Massage onto intended area. Rinse thoroughly. Treatment: Apply a small amount to finger and rub onto affected area allow to dry. Apply as needed to sooth itch and
Scan for more uses.
THE ARM & HAMMER MONEY BACK GUARANTEE We unconditionally guarantee 100% satisfaction. If you are not satisfied in any way, please call our Consumer Relations Department toll-free at: 1-800-524-1328, 9am-5pm ET Distr. by Church & Dwight, Co., Inc. 500 Charles Ewing Boulevard Ewing, NJ 08628 USA
1”
SIDE
1.5”
BACK
Environmentally Friendly Materials
Biodegradable Plant Based Plastics
100% Recycled Aluminum
100% Post-Consumer Recycled Cardboard
Priced for the cash strapped millenial 3. remove tablet
4. crush tablet as needed
1 - 1/4â&#x20AC;?
Soda Pods $4.99
Soda Singles $1.99
Soda Scrub $3.99
Soda Tabs $2.99