Arm & Hammer Extends Itself

Henderson Chosen for National Branding
ATLANTA–Arm & Hammer is flexing its muscles. Church & Dwight Co., maker of the baking soda, has selected Henderson Advertising to develop a national campaign for a yet unnamed product spinoff.
The Greenville, S.C., agency is charged with developing a brand name, packaging and collateral ma-terials for a product that, sources said, will compete in the automotive aftermarket segment.
“We’re excited to help Arm & Hammer spin out extended uses for its core brand,” said agency chief executive officer Ralph Callahan.
The network broadcast campaign, supplemented by print and collateral will launch later this year.
Headquartered in Princeton, N.J., Church & Dwight is a leading producer of sodium bicarbonate, commonly known as baking soda. Annual sales total more than $684 million. Its rivals include Colgate-Palmolive, Procter & Gamble and Unilever.
In addition to cooking applications, the compound is used in a broad range of consumer and speciality products, including laundry detergent, cat litter, bathroom cleansers, dishwashing powder and deodorant, many of which are sold under the familiar Arm & Hammer logo. K