Arm & Hammer™’s growth goals outstripped its internal ability to identify and execute opportunities. While the company had evolved into an array of personal care, oral care and laundry products, new areas of growth were needed.
Focusing on the core odor removal brand attributes, LMCA licensed the brand into, whole-home odor-control air filters, and other categories. The air filters were particularly attractive strategically, as the category is growing rapidly and is largely unbranded. LMCA’s recommended licensee was a volume leader in the business, and together the licensee and licensor developed a unique and proprietary odor control technology.
LMCA identified odor control categories that extended the Arm & Hammer™ brand into new retail channels and new audiences outside the grocery aisles.
After a successful eight year program, Arm & Hammer™ now ranks among the top licensors in the United States with increased brand awareness across a wide audience.