Although social media is all the rage these days, we thought we’d take a moment to give credit to an old school marketing success story.
Arm & Hammer has been providing examples of brilliant marketing since the early 70s. Back in the day, when it was more common to home bake the majority of meals, there was a stash of baking soda in every household. As lifestyles evolved and people began to do less baking from home, Arm & Hammer ran into big trouble with sales.
To fix their problem, they thought inside the box. They began to brainstorm other ways people could use their product. It occurred to them that baking soda could be used for ANYTHING and they began capitalizing on this idea. They designed campaigns around the fact that it could be used for baking, cleaning, as a deodorizer, on your teeth, and even in beauty care.
“Pour it down the sink and dump it on the floor, it does everything. I like it. “
When they ran out of new and unusual uses for their product, they ran their ‘What Took You So Long‘ campaign – a 1977 animated commercial reminding you to save your fridge friends from attacking each other and to buy a new box of the “fridge deodorizer.”
Over 30 years later, they’re still doing a great job. Have a walk around their site. Select a room from the interactive “house” menu selection and see what they’re recommending their baking soda for these days.
I like it.