My group (same as Fanta and RDB) was given Arm & Hammer in which we worked collaboratively to create a true retail campaign.

​

BO: Expand the new purchase market of A&H baking soda

​

Target: The "hands-on-mom." A mother of two-four younger kids, she is always doing something and always busy especially for her kids, who is adventurous but also loves a clean/organized home. ​

​

Key Insight: Most consumers only use baking soda for cooking and cleaning, though it can be used for much more

​

Creative Concept: Parenting can be full of B.S., baking soda can solve those issues 

​