Arm & Hammer

Problem
Several years ago, Arm & Hammer's growth goals outstripped its internal ability to identify and execute opportunities. In most of the industries in which it operates, Arm & Hammer is up against competitors that are much larger and have more substantial resources. While the company had evolved into an array of personal care, oral care and laundry products, new areas of growth were needed.

Solution
The brands have been successfully extended into feminine hygiene, odor control shoe inserts, and whole-home odor control air filters. The air filters were particularly attractive strategically. The air filter category is growing at double-digit rates, yet the area is virtually unbranded. LMCA's recommended licensee, Flanders Corporation, is the volume leader in the business, and together Flanders and Arm & Hammer developed a unique and proprietary odor control technology.

Results
Today, Arm & Hammer ranks among the top players in most of the categories it has licensed into. If projections continue to materialize as expected, income from licensing will account for an increasing portion of total brand profits within the next three years.