Arm & Hammer Turns Laundry into a Music Video Moment with Meghan Trainor

VIA launches its latest campaign for Arm & Hammer, starring Meghan Trainor.

The campaign  is the latest in the long running More Power to You campaign and empowers consumers to rethink their laundry routine - ditching drippy, gunky jugs in favour of the innovative Arm & Hammer Laundry Detergent Power Sheets.

With a deep understanding of how to break through in the category, VIA reimagined the traditional laundry ad, replacing tropes by tapping into the power of music, movement and social influence with pop star Meghan Trainor.

Meghan remixes her hit 'Been Like This' into 'Toss Like This', transforming laundry into a music video-inspired moment, complete with high-energy choreography and an anthem for mess-free cleaning.

Malaika Danovitz, executive creative director at VIA said, “To break people out of their laundry habits, we had to break free from the category’s norms. No more smiling moms pouring detergent. Instead, we created a cultural moment - an anthem, a dance, a movement - all led by Meghan Trainor, the perfect ‘Laundry Re-Trainor.’"

Laurie Kirschner, senior director of marketing, Arm & Hammer Laundry said, “VIA brought Power Sheets to life in a bold, unexpected, and culturally relevant way. Meghan Trainor as the Laundry Re-Trainor, not only showcases the ease and power of Power Sheets but also breaks through and joyfully empowers consumers to rethink their laundry routine."