- Church & Dwight’s Arm & Hammer Laundry is partnering with singer Meghan Trainor for a new campaign aimed at “re-training” consumers that laundry can be simpler and easier to do.
- As part of the collaboration, Trainor has recorded “Toss Like This,” a remake of her hit “Been Like This.” She sings the track as “Meghan The Re-Trainor” on a mission to retrain consumers how to go laundry by tossing a sheet of Arm & Hammer Power Sheets Laundry Detergent into the wash.
- In addition to the celebrity partnership, Arm & Hammer is working with more than 30 social media creators.
The global laundry detergent sheets market reached $813.6 million in 2022 and is expected to grow to $2.5 billion by 2030, according to DataM Intelligence. The Church & Dwight brand launched the product in this category in 2023 and has since been pushing messaging that it is easier to do laundry with these sheets.
In October, the company debuted the Boss Life campaign, which highlights the simplicity of using these products.
This new effort with Meghan Trainor brings celebrity appeal to the conversation with a play on her hit music. “We’re thrilled to have Meghan on board to help us showcase Power Sheets Laundry Detergent’s innovation,” said Laurie Kirschner, senior director of marketing at Arm & Hammer Laundry. “Who better to Re-Train consumers on their detergent routine than Meghan Trainor and she’s the perfect fit for this initiative because she’s passionate about making life simpler, just like Power Sheets Laundry Detergent does for laundry.”
