Arm & Hammer — In Case of Emergency
Role Strategy & Art Direction
Year 2026
Services
Rebrand Strategy Experience
Challenge

To millennial and Gen Z homeowners, Arm & Hammer feels outdated: the forgotten box in the back of the fridge.

Insight

Small household "emergencies" cause real stress. Six in 10 Americans say an odor in their home has caused an argument, and just five minutes around an unpleasant smell can bring on negative mood shifts and mild anxiety.

Idea

In Case of Emergency. We repositioned Arm & Hammer baking soda as the fast, natural fix for everyday home emergencies like wine stains, smelly shoes and spills. The modern rebrand speaks to young homeowners who want a clean home without harsh chemicals.

Can baking soda — wall billboard
In Case of Emergency — bus shelter campaign
Can baking soda — search results campaign
How to make beat up shoes look brand new — billboard
Arm & Hammer — packaging redesign
Arm & Hammer — to-go baking soda packets
In Case of Emergency — subway installation
In Case of Emergency — magazine spread

Immersive Experience

The Rabbit Hole

We turned Reddit's endless "can baking soda fix this?" threads into a walk-through home, with each room built around a real emergency people already search for solutions to.

The Rabbit Hole — Arm & Hammer × Reddit experience
Molecular Mocktail Bar — Arm & Hammer × Reddit
Emergency Glow Up — DIY Creation Hub
Neutralization Zone — Arm & Hammer experience