Arm + Hammer is a parent brand to multiple household products. Prior to this brand refresh, the brand had been relying on the rich history of Arm and Hammer to maintain its status as America’s #1 Most Trusted Baking Soda Brand. Today, this brand is forced to compete with similar brands for the attention of new homeowners who need a reason to continue placing their trust in this brand. By focusing on the simple key ingredient in every Arm + Hammer product, freshness, consumers are able to recognize the bright and bold possibilities of cleanliness to use confidently throughout every part of their home.