We saw that the choice of channel could contemporize
an old problem.
  • Challenge: Arrid Extra Dry was a 70-year-old brand in a low interest category with far too many choices.
  • Strategy: Make wetness protection a national security issue.
  • Big Idea: The Wetness Protection Program.
  • Result: Arrid contemporized itself by putting a big digital foot forward and enjoyed its first sales uptick in decades.