Church &
Dwight Co. Inc.
FINDING THE POWER TO GROW
SCOPE
TOOLS
Completed in October of 2023, this branding program looks to position Church & Dwight, the growing manufacturing giant that has enjoy fruitful year, with key audiences to maintain their successful trend.
Brand Strategy
Sketching
Figma
Google Slides
Procreate
Leveraging Success
to Maintain Trajectory.
C&D is recovering from a downward growth trend over the last few years to a predicted mid-teen growth rate. This positions them fiscally to take the opportunity to invest revenue into growth initiatives with key audiences that should hold priority for a parent organization with a portfolio that is valued over $5.4B.
Some Power Brands* in the Church & Dwight Portfolio
Power Brands are the 14 Brands that account for over 80% of C&Ds overall revenue,
many of which enjoy the status of being called a household brand name.
What is the benefit of new positioning?
While one might point out that C&D has enjoyed a successful year, and hold a positive trend over the last 5, it is important to consider the speed in which CPG can quickly turn. With growth on the mind, utilizing revenue to establish the publicly traded company as a sound investment, positioning products in desire retail spaces, and properly supporting newly acquired brands are three territories that will require focus on the path to long term growth.
To do this, C&D will aim to resonate, and foster growth with
the following 4 audiences in this order of priority:
1. Investors
2. Distributors
3. Potential Acquisitions (Other Brands)
4. Internal Employees (Teams)
Desired Brand Character
Honest / Dependable / Caregivers
As they are now C&D characterizes a brand that is Honest, Adaptive, and Passive. To leverage a successful year and build on existing values, they stand to benefit with key audiences by shifting the intended brand character toward Honest, dependable, caregivers.
In characterizing the personality of Church & Dwight I based my foundation of the Aeker brand personality model, while overtly signaling our Brand Archetype as that of the caregiver. This character, which would show through in the voice, the identity, and in company culture, providing clear guidance on how to ‘show up’ externally and how to support Brands internally.
Attribute Analysis
PDF Available here
Following the BBB model, I categorized identified attributes in 5 categories ranging in from tangible assets to intangible missions.
Core Attributes
This list and categorization allowed my to understand and identify the most valuable (Core) attributes that would serve the audiences at hand.
Maintaining a sustainable growth model.
Offering unparalleled story-telling
Position as the underdog to larger organizations
Cohesive Acquisition strategy
Encourage diversity in all we do
Facilitate Growth of new acquisitions
Evolutionary story-telling
Offer safety and security in all the products we make
Maintaining consumer innovation
Offers multiple household name brands
Competitive market share on our brands
Maintain a Balanced Portfolio
Remain the standard of quality and environmental responsibility
Friend of the environment
Positioning Statement
These attributes of the audiences that I have sought to grow with, and the role played in the lives of consumers culminated in a position that articulated C&Ds forward momentum and supportive nature.
Around the world, generations of people know and trust Church & Dwight products, from ARM & HAMMER® to Trojan™, First Response™ to Hero Cosmetics© and beyond, we proudly provide the world with innovative, category leading products consumers love. They invite us into their homes, trust us in moments of need, and remain confident of the positive impact we make in their lives.
It is in this spirit that we believe, like a seed and the sun, together we have the power to grow.
Brand Promise
Together, we have the power to grow.
An encompassing statement directed towards the identified audience in a manner that portrays the intended brand character and mission.
From this point I constructed the work that I would provide to an agency to capture and creatively execute on the ideas and research established in this branding program, starting with a creative brief.
Church & Dwight Co. Inc. | Brand Positioning Creative Brief
Connor Gravelle
These questions are to be provided to the creative agency working with Church & Dwight to incorporate the results and finding of the branding program.
1.
The logo may need to evolve to represent the empathetic nature of C&D as a Caregiver, and parent organization that brings life into their brands. How will this be activated in a way that connects to the flourishing, growing, and optimistic tone that we aim to align with?
2.
Is there a more clear way to clearly represent the connection between C&D as a caregiver?
3.
What is the shift that needs to happen in the visual identity (Typography, Color, Assets, and General storytelling) to represent and establish a more contemporary, and cohesive vision?
4.
What elements of C&D will be maintained, or elevated to achieve this evolving identity?
5.
How will these elements be launched into the market, and what are the activations that will connect with key audiences? (Investors, Distributors, and Potential Acquisitions)
Activation Concepts
From the brief, to establish some loose, but clear directive and creative support, I created a series of sketch that captured potential activations and layout approaches. The aim would be to provide alongside the above creative brief and case study to support in creating actionable materials from the branding program.
Business Cards
Shirts
Inspirational Sticky Notes
Landing page + Wireframe
