Church & Dwight Narrows Brand Focus To Stretch Results
This article was originally published in The Rose Sheet
Product lines of focus for C&D going forward include Arm & Hammer personal-care products as well as Vitafusion adult and L’il Critters children’s gummy vitamins. CEO Jim Craigie says “bigger bang for the buck” in advertising, and stretching R&D spending across a brand’s line of products, help drive better results.
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So full of errors were the firm's online ads for its Plavinol supplement, the National Advertising Division noted support for some claims contained "many of the same flaws" as others. The prevalence of problems prompted NAD to go outside its "scope of review" and note unclear instructions on Plavinol labels.