VIA has been the agency of record for Church & Dwight’s Arm & Hammer and OxiClean brands since 2018. Their work has been about repositioning Arm & Hammer from “just baking soda” into a multi-faceted, must-have household brand.

VIA-led campaign for Arm & Hammer was called “More Power to You.” It launched in 2020 and was the brand’s first-ever masterbrand campaign—uniting all the different Arm & Hammer products under a single, cohesive story.

The results were significant:
It drove Arm & Hammer to its strongest business growth in over a decade.
It delivered a 16:1 return on marketing spend.
It increased relevance across categories—from baking soda to cat litter to toothpaste—showing consumers the full breadth of the brand.

In short, “More Power to You” didn’t just advertise products—it reframed Arm & Hammer as an empowering, essential brand for households everywhere, and the numbers back up its success.