Clients

Client - Church & Dwight
Product - Arm & Hammer® Advanced White® Brilliant Sparkle Toothpaste

Problem
Arm & Hammer®, a registered trademark of Church & Dwight, was looking for a way to build consumer awareness about its Advanced White® Brilliant Sparkle toothpaste brand. The challenge of overcoming consumers' association with the company's 155-year-old flagship product, baking soda, led to pinpointing taste as the key element that had to be emphasized, in addition to the product's cleaning benefits. In addition to finding a way to target consumers at point-of-sale, Arm & Hammer®'s market research found a 70% conversion rate among consumers who used the toothpaste for a three day trial period.  

Solution
The Peel ‘n Taste® marketing system was the perfect solution. Free-standing Peel ‘n Taste® strip dispensers for Arm & Hammer® Advanced White® Brilliant Sparkle were designed and constructed by Alliance Displays. Church & Dwight retained Acosta Marketing to affix one dispenser in the oral care aisle of all 71 Wegmans Food Markets locations across New York, Pennsylvania, New Jersey, Virginia, and Maryland. The program, which began in mid-October 2007, ran for four weeks. 

Results
The Peel ‘n Taste® flavor strips that were dispensed at-shelf effectively engaged shoppers. A control-versus-test study conducted by The Wharton School's marketing department showed the average Wegmans store experienced a 66% lift in sales for Arm & Hammer® Brilliant Sparkle toothpaste over the duration of the program.