Brand: Arm & Hammer

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Running Head: THE LITTLE YELLOW BOX The Little Yellow Box Abstract The Arm & Hammer Brand Baking Soda has been a staple of American life since 1846. The brand once only used for baking enjoyed a resurgence of interest in the 1970's by reinventing itself and its usefulness without changing a single ingredient. The new marketing campaign would eventually expand the Arm & Hammer brand to include deodorants, laundry detergents, cleaning supplies, and even toothpaste. An interesting history with many interesting uses in such an uninteresting little yellow box we are all familiar with, Arm & Hammer Baking Soda has become as Americana as apple pie and baseball. In fact, you probably can't even name one other brand of baking soda,…show more content…
The familiar box was prone to water damage and moisture problems causing the box to disintegrate and fall apart or the baking soda to clump together. The new packaging is an attempt at increased storage life and more hygienic storage options, allowing the consumer to store the product in its original packaging instead of transferring it to a separate airtight container. Church & Dwight Co. also recently introduced the plastic shaker bottle for Arm & Hammer Baking Soda. The granules in the shaker are slightly larger than the traditional granules in the cardboard box for increased scouring power and friction yet still providing scratchless cleaning power. The plastic container allows the shaker to sit beside the sink for easy access when needed without the cardboard box becoming water damaged and falling apart ("Thinking Outside the Box", 2003). The shaker is clearly labeled "not intended for antacid use" to discourage consumption. Though still harmless and consumable this version of Arm & Hammer Baking Soda is intended for cleaning and scouring. Maintaining market leadership over the years has not been difficult since the formula for Arm & Hammer Baking Soda is a simple one. It is not a recipe subject to flavor or variation, not subject to trends or market fluxations. Arm & Hammer is a dependable, reliable, consistent formula that has served many purposes in its
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