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.

The 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.