ARM & HAMMER™ Cat Litter Unveils Social Sweepstakes to Boost Cat Adoption, Offering Shelters $30K and AI Personality Pics

Many cats struggle to find homes because their personalities don't shine through in standard adoption photos, especially when they're stressed in unfamiliar shelter environments. Creating engaging profiles can also be time-consuming and costly for shelters. However, a recent survey of 1,260 respondents by TINT and ARM & HAMMER™ Kitty Krew revealed that Gen Z and Millennials are most likely to adopt when they see photos and videos that capture a cat's behavior, along with a detailed personality bio.

To bridge this gap, ARM & HAMMER™ Cat Litter, in collaboration with creative agency Razorfish, developed an AI tool to easily create engaging cat portraits that capture people's attention and hearts while scrolling. After inputting basic information about a cat and uploading a photo, the tool generates an AI Personality Pic that brings the true nature of the cat to life, helping potential adopters connect with them instantly.

"A lot of shelters can't afford the resources to create captivating adoption profiles," said Pam Johnson-Bennett, Certified Cat Behavior Consultant. "Using ARM & HAMMER AI Personality Pics provides an opportunity for cats, especially those harder to adopt, to shine. By highlighting their individual traits or special needs, these profiles help create deeper, lasting connections with potential adopters, giving these deserving cats a better chance at finding a loving home."

In June, ARM & HAMMER™ Cat Litter partnered with the ASPCA® for Adopt a Shelter Cat Month to debut its Personality Pics AI tool during several virtual adoption events to raise awareness and drive adoptions. This initiative not only helped raise $200,000 for the ASPCA in just 72 hours through a matching donation campaign, but also led to several adoptions.

"Building on our success with the ASPCA, the social media sweepstakes aims to use generative AI to create playful, captivating portraits that enhance connections between adopters and cats to ultimately increase adoption rates," said Carly Catalano, Associate Director of ARM & HAMMER™ Pet Care. "The goal of the ARM & HAMMER Cat Litter Feline Generous program is to help shelters find loving homes for all cats, especially those that need an extra spotlight. We're thrilled to offer shelters a tool to make their adoption profiles less time-consuming and more engaging, so more cats find loving homes."

The ARM & HAMMER™ Feline Generous program easily connects people to a network of local cat shelters across the country to help increase adoption and generate product and monetary donations, with a specific focus on cats who tend to be overlooked due to age, appearance or misunderstood personalities.

To learn more about the sweepstakes, visit @armandhammercat on Instagram, Facebook or TikTok. For the official rules go HERE¹. Winners will be announced in early 2025.

About ARM & HAMMER™
For more than 170 years, ARM & HAMMER™ Baking Soda's familiar orange box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER™ brand name. Today, Church & Dwight, Co., Inc. manufactures a variety of cleaning, freshening and deodorizing products for the home, family, pets, and body under the iconic ARM & HAMMER™ brand name. For more information visit http://www.clumpandseal.com/. Follow @armandhammercat to learn more or check out www.facebook.com/ArmandHammer.

About Church & Dwight Co., Inc.
Church & Dwight Co., Inc., headquartered in Ewing, NJ, manufactures and markets a wide range of personal care, household, and specialty products under the ARM & HAMMER™ brand name and other well-known trademarks like OxiClean™.

¹Official Sweepstakes Rules: No purchase necessary to enter or win. A purchase will not increase your chance of winning. VOID WHERE PROHIBITED BY LAW. Must be 18 years of age or older (or the age of majority, whichever is older) and a legal resident of the 50 U.S./DC. Sweepstakes begins on 11/13/24 at 12:01 a.m. ET and ends on 12/10/24 at 11:59 p.m. ET.
To Enter:

• Follow @armandhammercat on Instagram, Facebook or TikTok
• Comment on the November 13, 2024, ARM & HAMMER Feline Generous Sweepstakes post found on either Instagram, Facebook, or TikTok during the Entry Period. The comment must include your nomination of an Eligible Shelter by including the Eligible Shelter's name and a few words on "why you nominated the shelter for the chance to receive a $10,000 donation."

Drawing to be conducted on or about 12/16/24. For Official Rules and complete details, visit https://app.wyng.com/FELINEGENEROUSSWEEPS. Sponsor: Church & Dwight Co., Inc.Princeton South Corporate Center, 500 Charles Ewing Blvd., Ewing, NJ 08628.

SOURCE Church & Dwight Co., Inc.