The logo of this brand is a muscular arm. Clearly the visual and emotional drivers for a consumer shopping the toothpaste aisle at a drugstore are different from a shopper buying cat litter at the neighborhood pet care super store. Arm & Hammer is a registered trademark of Church and Dwight, an American manufacturer of household products. We were somewhat curious about how the brand might be evolved to speak more uniquely to consumers within each specific product segment while retaining a link back to the Arm & Hammer master brand. Packaging across their diverse range of products and consumer targets, for the most part, builds upon familiar Arm & Hammer visual assets: the muscular arm and sledge hammer icon within the red circle and a predominately yellow color palette. Church & Dwight has positioned Arm & Hammer as an “ingredient brand” which they have successfully leveraged across numerous product categories with a core promise- the power of baking soda and its proven deodorizing effects. Today Arm & Hammer markets everything from laundry detergent and bathroom cleaners to cat litter and toothpaste. Plus, Clump & Seal technology seals and destroys odor for a 7-Day Odor-Free Home, Guaranteed. Our revolutionary formula means the litter slides right out of the litter box, making cleanup easy. Sometime in the mid 1970’s the brand extensions began to multiply like bunnies, initially with household cleaning products and later within the personal care category. Its time to end scraping and scrubbing with Arm & Hammer SLIDE Easy Clean-Up Clumping Litter. Our Stain Defense technology prevents new stains from setting. It’s specially formulated with peroxide for extra whitening power. At ARM & HAMMER, we use science to unlock the power of nature, creating research-proven solutions for poultry nutrition, productivity and food safety. For much of its 160 year history Church and Dwight has sold baking soda under the Arm & Hammer brand name in an iconic yellow box, with the classic Arm & Hammer symbol. Arm & Hammer Pure Baking Soda, 13.5 lbs For BakingCleaningDeodorizing13.5 lbs. Arm & Hammer Advance White Extreme Whitening Toothpaste gives you an ultra white smile while still working hard to keep your teeth clean.
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