Church & Dwight Narrows Focus In Brand Support To Stretch Results
This article was originally published in The Tan Sheet
Product lines the firm is focusing on include Vitafusion adult and L'il Critters children’s gummy vitamins and Arm & Hammer personal care products. 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.