Home / Highlight / Church & Dwight appoints memBrain for ‘unique and innovative’ new brand licensing venture

Church & Dwight appoints memBrain for ‘unique and innovative’ new brand licensing venture

Church & Dwight, the parent company of the globally known Arm & Hammer brand, has appointed memBrain, the LA-based marketing company, as its new brand licensing partner fr digital physical product categories.

Under the deal, memBrain will focus on delivering unique brand extensions for the firm’s portfolio of brands with the aim of positioning the company for growth in innovative new markets and distribution channels.

Church & Dwight has long developed groundbreaking, authentic brand extensions for its portfolio of legacy brands; most notably, Arm & Hammer’s evolution into a wide range of products from laundry detergent to cat litter.

Forthcoming opportunities for Church & Dwight’s brands will include partnerships with emerging digital platforms, subscriptions, services, and informational products, reflecting a commitment to constant innovation.

“Trust and authenticity are at the heart of fostering consumer loyalty in today’s media-driven society. Creating strategic brand extensions that reflect this evolution in consumer behaviour is an exciting assignment for our team,” said Jennifer Sulivan, president of memBrain LLC.

“We are thrilled to collaborate with the team at Church & Dwight, a company with an incredible portfolio of historically trusted brands, to uncover and bring these new digitally-driven brand extensions to market.”

Tammy Talerico-Payne, director of licensing at Church & Dwight, concluded: “Technology and digital media have reshaped how consumers shop and interact with our brands. Consumers want and expect to experience brands in new and exciting ways, creating a tremendous opportunity for our powerful portfolio of trusted brands and products.

“Working with memBrain gives Church & Dwight the opportunity to build deeper connections with consumers, meeting them where and how they shop, through strategic collaborations and innovation-driven digital licensing partnerships.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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