Chruch & Dwight – World Series Sweepstakes
The “Win a VIP World Series Experience” campaign was developed for Church & Dwight’s family of brands, leveraging their sponsorship of Major League Baseball to drive in-store engagement and product trial during peak baseball season. The campaign targeted fans with a deep-rooted passion for the sport, consumers who don’t just watch the game, but live and breathe it.
The Challenge
The core creative challenge was to:
Unify multiple distinct brands (such as Arm & Hammer, OxiClean, etc.) under a single baseball-themed campaign.
Bring that story to life inside supermarkets, where shoppers are moving quickly through aisles and making decisions in seconds.
We needed to create a system that worked across categories, from cleaning to personal care, while ensuring high visibility and relevance in a fast-paced retail setting.
Concept & Strategy
Modular Design System
Designing a modular visual system that allowed each brand to retain its own personality while fitting into a unified MLB-branded experience.
Powerful Shelf Appeal
Creating attention-grabbing signage and displays that stood out in busy supermarket aisles; using bold typography, high-contrast color palettes, and iconic baseball imagery.
Designing Inside the Lines
Collaborating with MLB’s brand team to maintain league consistency while introducing creative elements that would emotionally resonate with shoppers.
In-Store & Digital Activation
Omni-Channel Reach
Although rooted in physical retail, the campaign extended into digital and social platforms to deliver a seamless, engaging shopper journey.
In-Store Immersion
Creating attention-grabbing signage and displays that stood out in busy supermarket aisles; using bold typography, high-contrast color palettes, and iconic baseball imagery.
Seamless Sweepstakes
A mobile-friendly sweepstakes experience made it easy for shoppers to scan, enter, and instantly engage with the campaign—bridging physical and digital seamlessly.
The Takeaways
This project was about navigating complexity: multiple brands, multiple stakeholders, tight physical constraints, and a passionate, sports-savvy consumer. As an art director, it challenged me to:
Think strategically about how different products live under a single campaign.
Balance creativity with brand/legal guardrails (especially MLB’s).
Create work that cuts through the visual noise of convenience retail and still feels premium.