Recruiting Arm & Hammer Brand Champions.

Data was key to enabling the activation of a direct mail campaign to raise awareness of Arm & Hammer and the benefits of Baking Soda toothpaste amongst Dental Care Practitioners.

Reaching a very distinct customer profile.

Arm & Hammer toothpaste is very different from its competitors – it’s the baking soda formulation!

Users have a very distinct consumer profile ‘Arm and Hammer Adventurers’. Early adopters, that like new and different things, live life on the edge, like adventure.

Dental healthcare professionals’ recommendation underpins clinical credibility of the brand.


Highly targeted data.

Using a combination of dental and consumer databases we targeted activity to high indexing areas for ‘Arm & Hammer Adventurer’ type consumers.

direct mail sample box of Arm & Hammer toothpaste mailed to 1,000 target practices – with Dental Care Practitioners guide and consumer leaflets with a competition.


Establishing Dental Practitioners as brand advocates.

Arm & Hammer were able to build a database of dental practices, and keen advocates to support the brand.

66% remember receiving the pack

364 contacts made, a 36% response

106 requested more samples


“Over 20% of contacts interested in becoming an Arm & Hammer Champions.”