Hammering home Baking Soda Awareness Week

Arm & Hammer took over an old mansion in downtown Toronto yesterday to demonstrate to media the many ways baking soda has been used over the years.

Cheekily called ‘Baking Soda: the Untold Story,’ a media event staged in a venerable Toronto mansion by Arm & Hammer yesterday illustrated baking soda in action in period-based rooms. They included an 1840s tea room and a 1980s bedroom (complete with WHAM records, stinky sneakers and a Rubik’s cube).

Registered nurse Julia Liska (pictured) led tours through the house to demonstrate how baking soda can be used as a safe, non-toxic cleaner, deodorizer and personal care item. A 1990s-themed bathroom showcased Arm & Hammer deodorant, as well as baking soda-infused toothpaste.

The event was designed to complement the brand’s first annual ‘Baking Soda Awareness Week,’ crafted by Arm & Hammer (owned by Mississauga, Ont.-based Church & Dwight Canada) and its Toronto-based PR agency Veritas Communications. The initiative is a response to a recent poll by Pollara commissioned by Arm & Hammer that indicated that while 76% of Canadians say they want to be more eco-friendly, only 14% use natural cleaning products.

The company saw an opportunity to raise awareness about its own natural cleaning abilities. ‘We want to show that baking soda can be used for personal care and household cleaning,’ explains Arm & Hammer marketing manager Vivian Mah. ‘With the house, you’re actually able to see it. It’s easier to remember when you experience it.’

She adds that the brand will be rolling out an integrated campaign to further build on baking soda’s eco-friendly cleaning qualities over the next year, but is tight-lipped about details. Arm & Hammer’s media agency is Toronto-based Mindshare Canada.

The unusual event piqued the curiosity of reporters from the likes of CTV, CFRB, Wish and the Toronto Star.