THE ASK

Price went up and volume and units declined as consumers increasingly chose private label at shelf. We needed to create a compelling reason for shoppers to choose Arm & Hammer Baking Soda at a higher price than before.

THE PROBLEM

At shelf, baking soda feels interchangeable. Private label offers the same single ingredient for less, making it easy for consumers to believe all baking soda is the same and that Arm & Hammer is not worth paying more for.

THE INSIGHT

Giving brands a meaningful role in people’s lives is key to setting them apart. When products are interchangeable, meaning becomes the reason consumers remember, value, and choose one brand over another.

THE SOLUTION

Rocket Day transforms one of baking soda’s most iconic uses into a nationwide moment that brings classrooms, families, and communities together through hands on science. By championing STEAM education and inspiring future scientists, Arm & Hammer proves it is more than a pantry staple. Choosing the brand becomes an investment in learning, imagination, and the next generation.