Challenge
Powered by baking soda, ARM & HAMMER's cat litter technology was next to none. But with a sea of same-sounding options on the shelf, no one was paying attention to the humble orange boxes.
The Way
to disrupt the category
See the world through cats’ eyes. Seriously. What if everything we did was from their perspective? We created a world where science and quality could speak directly to what cats (and their humans) really want.
