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Church & Dwight Selects IRI As Market Insights Partner

Church & Dwight

Church & Dwight Co. Inc, a household and personal care products manufacturer, has selected IRI as its market insights partner.

Church & Dwight is using IRI’s research to help drive speed to innovation, improve shopper activation across omnichannel and enhance productivity through integrated decision support.

The partnership will identify pockets of growth within Church & Dwight’s target markets, leading to faster decision-making through the use of IRI’s technology and suite of solutions. According to IRI, these solutions can help businesses find greater returns on shopper activation and growth efforts by understanding how to reach the right consumers and prioritize activation resources to allocate marketing budgets.

“We are thrilled to be in this partnership with IRI, taking advantage of their tailored solutions designed to elevate performance and drive business growth for our company,” said Barry Bruno, EVP, CMO and president of consumer domestic for Church & Dwight.

“The unique combination of IRI’s comprehensive dataset and industry-leading technology makes IRI the ideal partner to enhance Church & Dwight’s strategic goals.”

IRI’s consumer and shopper solutions leverage its cloud of shopper marketing data to generate shopper insights, segment planning, opportunity sizing and activation strategies that arm manufacturers to win at retail and with shoppers.

“As consumer preferences shift across channels, capturing a complete market view is essential to identify areas of innovation and gain incremental growth,” said Jeremy Allen, president of Americas and APAC for IRI.

“We are excited to work closely with Church & Dwight’s team to build a successful, long-term insights partnership and continue identifying ways to capitalize on emerging opportunities.”

Founded in 1846, Church & Dwight Co. is a producer of sodium bicarbonate, otherwise known as baking soda. The company manufactures and markets a range of personal care, household and specialty products under brand names such as Arm & Hammer, Oxiclean, Spinbrush, First Response, Nair, Orajel, Xtra, L’il Critters, Vitafusion, Batiste, Waterpik and Zicam.

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