Looking for an inventive creative approach to raise awareness for its new line of foot care products featuring its new sweat-activated Fresh Guard® technology – Premier, the makers of ARM & HAMMER™ Foot Care* – turned to Blonde + Co, the award-winning creative agency/content production studio led by company Founder and CEO Julie Stahl, to create a new 3-spot campaign for the consumer products giant’s new line of foot powders, insoles and shoe refreshers. The ads broke in mid-July.
Cueva Andrea, Blonde + Co’s Associate Creative Director explained that ARM & HAMMER™ Foot Care came to them to create a Summer campaign highlighting their new foot care products, leveraging the technology and the trusted ARM & HAMMER™ brand name as a way to standout from their competitors in the category.
“We wanted to have a little fun with these,” Andrea explained. “So many ads in this category take themselves very seriously. We wanted these to be a bit more playful and bring foot care down to a more human level. Summertime means a lot embarrassing smelly feet and because smelly feet makes people, and those around you, uncomfortable the point of the campaign centered on making people feel good about themselves starting by their feet. We decided to connect with the target audience with humor.”
Consisting of 3 :15 second spots, the campaign is largely driven by the copy, the voiceover and the edit. Set to an upbeat soundtrack, each spot, while slightly different in focus (one is more about Summer feet; another a play off the word “funky” featuring a montage of dance sequences; and the third focuses on the humor, comparing smelly feet to skunks) features a quick-cut montage of feet in action.
The light-hearted copy and voiceover play off the images, while also driving home the breakthrough that is their sweat activated Fresh Guard® technology. Each spot ends with the tagline “Step into the comfort zone and feel the freshness.” The end result is an ad that keeps viewers’ engaged throughout.
"We thoroughly enjoyed working with the Blonde + Co team on this campaign,” Rachel Mignano of ARM & HAMMER™ Foot Care Marketing, says. "Their steadfast dedication, modern approach and collaborative creative environment has been essential in evolving our brand voice, while staying true to A&H's heritage."
Victor Larue, Blonde + Co Account Director adds, “We wanted to play with the language and make it memorable. We needed to connect in an engaging way and communicate that ARM & HAMMER™ is a brand consumers trust, and this new line of foot care products features this effective technology. It was a lot to get across but our strengths as storytellers helped with that.”
Andrea notes, “ARM & HAMMER™ Foot Care came to us expecting a typical ad and what we delivered was fresh, more human approach. We didn't want this to feel like the usual consumer product ad, but rather we wanted to imbue it with a bit more life and humor, because when you think about it your feet support your entire body.”CREATIVE CREDITS:
Agency: Blonde + Co, New York
Founder/CEO: Julie Stahl
Creative Director: Grey Zisser
Associate Creative Director: Cueva Andrea
Account Director: Victor Larue
Post: Blonde + Co, New York
Editor: Louie Metzner
Color: Izzy Cohn