Arm & Hammer has been providing baking soda to households for over 165 years. Baking soda is one of the most versatile cleaning products available and costs under $1. Arm & Hammer has expanded beyond baking soda to include toothpaste that uses baking soda to fight stains and whiten teeth. The document includes monologues from characters like Becky, Johnny the truck driver, and Cool Mom Peggy who promote Arm & Hammer toothpaste and its ability to brighten smiles through the power of baking soda. It also displays a banner that will be on the Arm & Hammer website for people to upload before and after photos showing the whitening results from using Arm & Hammer toothpaste.

2. CONCEPT STATEMENT
Arm & Hammer has been around for over 165 years, and it all began with the
little orange box that took over the world. What’s in that box you may ask?
BAKING SODA. For under $1, households have
been able to hold onto one of the hottest
cleaning products in the market with over
hundreds of uses! But, it doesn’t stop there. Arm
& Hammer has several other products that
include what’s inside the box, like their
toothpaste for example.
Arm & Hammer toothpaste, is the
toothpaste you need to get your teeth as clean and stain free as the dishes hosting
the food that got on your teeth to begin with. Imagine if cleaning your teeth was as
easy as removing a stain from a dish, well guess what? It can be! Arm & Hammer
toothpaste is unlike other toothpastes because it uses baking soda to fight stains
and leave your teeth shining bright and looking white.

3. MONOLOGUES
(Monologues to be used for commercials and radiospots with corresponding before and after
photos of the speakers which will be found online, primarily through Twitter and Instagram as
memes.)
MEET BECKY
“So like me and Jenn are best friends, besties till the end. Becky and Jenn we’ll kick your
rear end!!!! WE EVEN CHEER TOGETHER!!!! But not brush our teeth. Jenn’s teeth are like
soooooooooo much whiter and brighter than mine. I FOUND OUT SHE USES ARM &
HAMMER toothpaste. I’m def buying it and using it. Like who knew?! Yeah, it’s the baking
soda.”
…and behold, the tagline for our Arm & Hammer toothpaste campaign, “yeah, it’s the baking soda.”
JOHNNY, THE TRUCK DRIVER
“Lights are always flashin’ on the road, and my pearly whites shine bright every time. No
matter where I go in to take a dukie, I bring in Arm & Hammer to shine up my little
toothies. Nothin’ else out there for me but Arm & Hammer. Yeah, it’s the baking soda.”
COOL MOM
“YO PARTY PEOPLE, it’s Peggy Pegs. So my daughter wanted to get whitening strips, and
I was like “cool hun but those don’t last” and she was all like “O-M-G mom, well what
should I do????” and I was like “omg girl, use Arm & Hammer” and she was like, “the
orange box in the fridge???” and I was like, “girl bye!!! I bought you Arm & Hammer
toothpaste in the bathoom!” and just like that I became the hippest mom in the book club
and my daughter’s smile is looking real lit. That’s what that means right? ARM & HAMMER,
it’s the baking soda.”

4. BUT, it doesn’t just stop there. I created a png banner which will be on the Arm & Hammer
website, where people will be able
to upload their own before and
after photos promoting the brand at
the bottom while showing off their
results from using Arm & Hammer
toothpaste.
Here’s an example of a before and after meme
that each speaker will have that will be spread on
social media:

5. And here’s one more ad featuring the banner at the bottom: