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A Guerilla-Style Product Launch

February 6, 2001, 12:00 AM EST

Arm & Hammer campaign launchNew York Stock ExchangeMonday, 10.16.00, afternoon
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Axis Promotions & Events rolled out a five-city marketing campaign called Earth Shaking News designed to promote Arm & Hammer baking soda and remind consumers that the multi-purpose white stuff is actually a mined mineral.

For the opening event in New York, a team of dancers donned starch-white mining jumpsuits and hardhats, and held a dance “shaking contest” in front of the New York Stock Exchange. Passersby were invited to dance in the contest, which was judged by Sissy Biggers of the Food Network. Contest winners received a fruit basket or a set of pots and pans.

Axis' dance team also distributed product giveaways, which were in cargo boxes being pulled by a bright yellow faux train engine emblazoned with the Arm & Hammer logo.

--Suzanne Ito

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