(Arm & Hammer)
Arm & Hammer was already a leader in cat litter. When they developed a new formula allowing for one step clean up, they needed a meaningful way to introduce their innovative new product to the market.
In the commoditized cat litter space, a unique brand name can make all the difference. Slide is short, simple, and easy, immediately setting it apart from other overly-descriptive names in the category. It embodies the product it represents.