Arm & Hammer Public and Private Marketing Partnership With only a fraction of the advertising budget of its giant laundry detergent competitors, Arm & HammerŪ brand laundry detergent achieved the number two market position behind Tide for several promotional periods. It did so by leveraging its brand equity and no-phosphates formula in a sales promotion and public relations program of incentives, entertainment and environmental education created by A&H Public Affairs Director Bryan Thomlison and Walter Coddington . The marketing coalition, organized and directed by Coddington, consisted of the Arm & Hammer Company, The National Audubon Society, The Disney Channel, several celebrities, including Kenny Logins, and a large network of retailers running the in-store promotions. They all collaborated on the production of an Emmy Award-winning one-hour TV special, a national newspaper free-standing insert, a teachers' guide to the TV program and in-store promotions.