Building Corporate Reputation for Church & Dwight UK Ltd

The Founder of Capsule Comms began working with Church & Dwight UK in 2014. Since the initial relationship began Capsule Comms has since been appointed PR and Comms agency for the leading Global Corporation’s growing UK portfolio of brands: Batiste, Waterpik, Femfresh, Nair, Flawless, Vivisal, Toppik, Arm & Hammer, Pearl Drops and Replens. With global acquisitions accelerating, Church & Dwight continues to grow global market share. Capsule has partnered with Church & Dwight to grow corporate reputation and profile since 2018. Key focus areas have included the profiling of senior leaders; Michael Benson, Group Marketing Director and the Brand Marketing Teams, Corporate Social Responsibility, the launch of a UK Research & Development Centre of Excellence and Inclusion & Diversity programmes.

Church & Dwight is obsessively focused on the consumer. This unwavering focus prompts the discovery of new insights and the development of market leading products, Brands Consumers Love, such as Batiste and Nair. The connection with the consumer is all important with the relationship strengthened through the delivery of creative marketing and category leading NPD with a speed of execution and a focus to win in the digital world. Church & Dwight UK Ltd is home to disruptive marketeers who are creating brand communities for every day essential brands whilst engaging their consumer audiences with bold and diverse campaigns. This theme is one which Capsule has highlighted to great effect to increase the Company’s visibility within trade press utilising Michael Benson as a spokesperson.

With the pandemic came an increased need to tell positive stories to both the consumer and other external stakeholders. Capsule Comms secured key placements in Cosmetics Business highlighting growth for Batiste and other Church & Dwight brands during the pandemic with production levels at the Folkestone Manufacturing Facility reaching record levels. Julia Wray, Acting Editor also interviewed Michael Benson on how the business responded to the changing needs of the consumer during lockdown highlighting the business’ approach to digital transformation and social listening.

In early 2021 Capsule Comms succeeded in expanding Michael’s profile further within the marketing trade press. Michael was interviewed by Jenni Baker of the Drum, for a white paper, entitled Clicking with Consumers which examines how the direct to consumer (D2C) landscape is shaping up in 2021, the role of marketplaces, and the wider impact on the retail industry. Michael’s insight featured across two pages of the report with other prominent participants including the Head of e-Commerce UK & Ireland, Kraft Heinz, Managing Director of Zalando Marketing Services and the Commercial Director of eve sleep. The white paper was also featured editorially on the Drum.

Speaking opportunities have also been leveraged to grow the profile of Church & Dwight within the beauty industry. Capsule secured Michael a place on the Launchmetrics webinar discussing The new channels reshaping the beauty industry. Fellow panellists included Priya Rao of Glossy, Rae Giron, Director of Brand Marketing at TATCHA and Antonia Baildam – Brand Partnerships, Global Business Solutions at TikTok. Launchmetrics is utilised by over 200,000 of the most important voices in the fashion, luxury and beauty industries and has a global reach.

Throughout 2021 Capsule Comms will continue to support the growth of Church & Dwight UK with targeted profile pieces and corporate placements which highlight’s the business key growth and focus areas.

Ali Taylor, Corporate Comms Consultant