Messy Stains are Icing on the Cake as ARM & HAMMER® Power Gel Celebrates First Birthdays

Parents Invited to Join the "Gel-ebration" for the Chance to Win a Dream Birthday Party

Mar 24, 2011, 09:00 ET from ARM & HAMMER

PRINCETON, N.J., March 24, 2011 /PRNewswire/ -- America's first gel laundry detergent, ARM & HAMMER® Power Gel, is turning one and celebrating the true essence of first birthday parties, from the chocolate cake smeared bibs to the grass and dirt stained clothes. Now through June 15th, parents are invited to share messy first birthday moments for a chance to win a dream birthday party for their child.  

Everyone has photos that capture a truly unforgettable and messy moment from their child's first birthday. Parents can simply share a favorite photo from the celebration, along with a caption that describes the moment to for a chance to win an ultimate kids birthday party, professionally planned and full of fun, messy activities.  

"Birthday parties are all about fun, and as a mom of three, I know that fun for kids usually involves getting dirty," said Jennifer Gilbert, Chief Visionary Officer of Save the Date®, an award winning event planning company.  "I'm excited to be working with the makers of ARM & HAMMER® to celebrate these messy birthday party moments and help bring to life a dream birthday party for a child that will be full of the messy activities that kids love."  

Tackling Celebration Stains

ARM & HAMMER® Power Gel Laundry Detergent is perfect for tackling the toughest of stains from those party clothes including cake frosting, pizza grease, and grass marks. The gel formula delivers exceptional stain-fighting performance with twice the OxiClean® stain fighters, to target, grab, and eliminate even the toughest stains. The addition of ARM & HAMMER® Baking Soda also helps remove tough dirt and odor. Now with the introduction of new ARM & HAMMER® Plus OxiClean® Power Gel Emerald Mist HE Compatible, joining ARM & HAMMER® Plus OxiClean® Power Gel, everyone's unique laundry care needs will be satisfied.

"We want parents to let their kids get dirty without worrying about stains left behind," said Kevin Kuchinski, Vice President, Church & Dwight Fabric Care. "ARM & HAMMER® Power Gel Laundry Detergent allows everyone to enjoy the messes knowing the superior stain-fighting power will leave clothes spotless."

Join the Party

To enter the contest, parents can simply submit an entry form, one messy photo of their child celebrating his or her first birthday and a 50-word or less caption to through June 15, 2011.

The top five finalists, as determined by ARM & HAMMER®, will be unveiled on the site on July 18, 2011 and consumers will be invited to vote for their favorite until July 31, 2011.  The finalist with the most consumer votes will be the Grand Prize Winner and receive "The Ultimate Kids Birthday Party", valued at up to $5,000.

The other four finalists will receive a one-year supply of ARM & HAMMER® Power Gel Laundry Detergent and a $250 party supply gift certificate. Also, just by entering the contest, parents have the opportunity to win one of 500 free bottles of ARM & HAMMER® Power Gel Laundry Detergent through a random drawing.

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For more than 160 years, the familiar orange ARM & HAMMER® Baking Soda 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.

In 1970, CHURCH & DWIGHT introduced the first non-phosphate laundry detergent.

Today, CHURCH & DWIGHT manufactures a variety of cleaning, freshening and deodorizing products for the home, family and body under the iconic ARM & HAMMER® brand name.

Media Contact:
Mary-Kate Mele/Edelman