We saw a way to melt pet owners' hearts and open
their wallets.
  • Challenge: Pet owners all too often become resigned that the price of owning a pet includes unsightly pet hair and odors.
  • Strategy: Create a torture test that was highly entertaining and persuasive.
  • Big Idea: Pet Fresh performs as well as your pets do.
  • Result: Successfully launched Arm & Hammer entry in the pet category.