Product Development / Positioning

Arm & Hammer® Fridge Fresh

fridgefresh

SITUATION

  • An open box of Arm & Hammer® baking soda in the refrigerator has been a tradition among many American households.
  • Research indicates there is resistance on the part of non-users based upon the lack of customization.

PRODUCT DEVELOPMENT

  • Church & Dwight asked The Chambers Group to create and validate a series of Arm & Hammer® new products in two general categories…household and pet.
  • Additionally, each concept should leverage the fresh / deodorizing Arm & Hammer® equity.

INITIAL PRODUCT DEVELOPMENT DELIVERABLES

  • The Chambers Group using two 6.5 hour product development Connectics® sessions developed twelve new product concepts in each of the two categories.

POSITIONING ASSIGNMENT

  • The first of many new product opportunities was identified and handed back to Chambers for positioning.
  • It was determined that a unit customized to include a wall mount, a replacement indicator and a filter leveraging the  A&H baking soda equity was valid.

RESULTS

  • Chambers worked with twenty target consumers in a two and one-half hour Positioning Connectics® session.
  • The following remarkable triggers were identified, allowing the new A&H Fridge Fresh to be powerfully positioned and successfully launched:
    – Sub-Brand – “Fridge Fresh”
    – Benefit Statement – “Eliminates Odors So Foods Taste Fresher Longer”
    – Key Graphic – “Refrigerator identifying applications”
    – Key Graphic – “Replacement Indicator”