PRINCETON, N.J., April 11, 2011 /PRNewswire/ -- Church & Dwight and Ferrara & Company are this year's 2011 ARF David Ogilvy Gold Award winner for their work on the "ARM & HAMMER® Secret – Double Trouble" campaign, promoting the company's new Double Duty Cat Litter. This marks the second gold ARF David Ogilvy Award that Ferrara Company has earned in the last four years, in recognition of its keen understanding of how research, analysis and identifying the right consumer insights can be used to develop impactful campaigns.
Ferrara & Company developed and shaped the "ARM & HAMMER® Secret – Double Trouble" campaign, which earned the top spot in the household products category, with research provided by Church & Dwight Co., Inc. Much of the research that was done proved to be both deep and innovative, from a consumer and category perspective. The crucial consumer and market insights gained from the start were the key to the campaign's success and helped to identify how to best optimize the campaign.
"The Double Trouble campaign was the result of a true partnership from concept to execution with our client," said Art Ferrara, CEO & President of Ferrara & Company. "The extensive consumer and market research provided us with the critical learning necessary for the campaign's groundbreaking results. We're thrilled that the campaign exceeded all objectives, but most importantly, that we were able to communicate the benefits of our client's new product to the consumer in a creative, functional and emotionally meaningful way."
ARM & HAMMER® Double Duty Cat Litter continues to build on the ARM & HAMMER® legacy of offering a highly recognizable and successful family of products. The new product launch and complementing ad campaign proved to be one of the most successful cat litter launches in ARM & HAMMER® and category history.
About the Advertising Research Foundation (ARF)
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF celebrates its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the web at www.thearf.org.
About Ferrara & Company
A New Jersey-based integrated marketing and advertising agency, Ferrara & Company focuses on providing strategic thinking and creative solutions for top names such as ARM & HAMMER®, OxiClean®, Heinz®, Allegra®, Unisom® and Cortizone 10®. We work in true partnerships with our clients to develop tailored initiatives that consistently add value to their brands. Our clients know that they have an integrated marketing partner that responds quickly and nimbly to their needs. At Ferrara & Company, analytic, strategic thinking is what always allows us to keep a sharp, creative focus on what will work in the marketplace. We call it…LEFT BRAIN. RIGHT RESULTS™.
Contact: Chris Havard
SOURCE Ferrara & Company