News | February 19, 1999

Familiar Arm & Hammer Box Gets "Blue" Facelift

An American icon in homes for more than 150 years, the "little yellow box" containing Arm & Hammer Baking Soda is undergoing a significant change that will increase the product's deodorizing power in refrigerators and freezers.

Arm & Hammer's new Fridge-n-Freezer box features a new blue color and perforated removable front and back panels, which enable improved absorption and locking in of odors, keeping foods fresher.

Following thorough research and consumer testing, the maker of Arm & Hammer Baking Soda, Church & Dwight Co. Inc., has introduced a new patented box expressly designed to deliver maximum deodorization for refrigerators and freezers by exposing twice the amount of baking soda than previously. The box has been designed for Arm & Hammer Baking Soda Fridge-n-Freezer Flo-Thru Freshener, a new line extension intended for exclusive use in the refrigerator and freezer, and features blue front and back removable perforated panels. Although the pure, all-natural baking soda that has been a staple in American homes for generations is not changing, the new Arm & Hammer Baking Soda package gives users a different look and more effective deodorizing muscle.

The easy-tear front and back panels are combined with a cloth filter glued to the inside of the box to enable the new package to expose more baking soda than previously — and more than any other box — to help keep foods tasting fresher longer. Once the perforated panels are removed the cloth filter prevents the baking soda from spilling out. The box's "flow-through" action uniquely absorbs and locks in odors.

First Significant Change
"The Fridge-n-Freezer pack in the new blue box marks the first significant packaging change to the familiar 'little yellow box,'" says Donna Corrato, brand manager for Arm & Hammer Baking Soda. "The eye-catching blue color of the box differentiates the box on-shelf, signaling use in the fridge and freezer, but the familiar logo tells them that it's still the same great product that they've counted on for generations.''

The new 16-oz. box replaces a previous 20-oz Fridge-n-Freezer package that incorporated vents die-cut into the box along with the same cloth on the inside as well as an outer shrink wrap. Once the shrink wrap was removed, the vents allowed for product flow-through. The new package with removable front and back panels die-cut into the package exposes approximately twice the amount of baking soda, according to officials at Church & Dwight.

Ray Brown, director of research and development for Arm & Hammer Household Products, says the new package is more cost-efficient to produce than the previous Fridge-n-Freezer package because it eliminates the plastic overwrap. "Overall line economies are improved," he notes. The paperboard carton was designed by Arm & Hammer and is supplied by Universal Packaging of Houston with the cloth glued in and panels perforated.

As for brand identity, even though the front and back panels that carry the familiar Arm & Hammer logo are removed and discarded by the user, the popular brand logo appears prominently on both side panels. Additionally, the logo will eventually be printed on the top panel of the box following the launch of the introductory package, which shows consumer information about the package's flow-through deodorization on the top panel.

Designed for Fridge and Freezer
Consumers' desire for fresh refrigerator deodorization helped drive the improved package design. According to Arm & Hammer consumer research, Arm & Hammer Baking Soda is found in 95% of American households, with 74% of households using the product for refrigerator deodorization. Arm & Hammer recommends changing the box seasonally for maximum deodorizing benefit, and nearly 60% of American households say they have changed their box of baking soda in the past six months to keep foods fresh.

"This patented new box is perfect for deodorizing the fridge and freezer, and our consumer research shows that the consumer loves it," notes Corrato. "The new box received distinguished marks from consumers when they used it in their homes to neutralize odors and prevent taste-transfer between foods. An overwhelming 98% said that they would purchase the new box for this use."

The Fridge-n-Freezer pack launch will occur nationwide in March. The new Fridge-n-Freezer product will retail for 20 cents more than the conventional Arm & Hammer Baking Soda. The launch will be supported by a new advertising campaign — the first Arm & Hammer national television campaign in several years — to help introduce consumers to the new blue box. An integrated public relations campaign will support the national advertising campaign.