ARM & HAMMER® Celebrates Cats’ Dual Personalities with New Double Take Contest

Share Feline Friends’ Photos for Chance to be Featured in Advertisement in National Publication



Princeton, N.J., July 12, 2011 — Cats have nine lives and maybe more personalities. One moment they are quietly purring and the next mischievously scaling the curtains. CHURCH & DWIGHT, the makers of

ARM & HAMMER® branded products is commemorating cats with a contest that is inviting cat owners to submit two photos showcasing their cat’s dual personality towww.DoubleTakeContest.com through August 22nd. The winning snapshots will be featured in an upcoming national ARM & HAMMER® print advertisement and a $1,000 donation will be made to the winner’s favorite pet charity. This contest supports the recent launch of ARM & HAMMER® Double Duty Clumping Cat Litter which destroys both urine and feces odors.



“We are proud to continue to provide breakthrough innovations like ARM & HAMMER® Double Duty Clumping Cat Litter that benefit both cats and their owners,” said Rithika Naik, product manager, CHURCH & DWIGHT, makers of ARM & HAMMER® Cat Litter. “We hope to further celebrate cats and their owners with the Double Take Contest and are excited to feature the winning cat in an upcoming national advertisement.“



Snap the Winning Shots

Share images of your cat going from a “shrinking Violet” to a “crazy Daisy” and submit online with a caption for each photo that describes the two sides of their personality. Five finalists will be posted on September 21st. Feline loving friends can join the fun and vote for their favorite images.



Grand prize includes an announcement in a national publication, $1,000 donation to the winner’s favorite pet charity and a “Cat Care Kit” that includes a Petmate® Jumbo Hooded Pan and accessories, as well as, a year supply of ARM & HAMMER® Double Duty Clumping Cat Litter.[1] Four First Prize winners receive the “Cat Care Kit.”



A Prize That Does Double Duty

The Double Take Contest comes on the heels of the launch of ARM & HAMMER® Double Duty Clumping Cat Litter, the only clumping litter that combines ARM & HAMMER® Baking Soda with odor eliminators to destroy both overpowering urine and feces odors on contact. This is an important breakthrough for cat households, as 91 percent of cat owners say that it is very important that their litter eliminates both feces and urine odors.[2] For submitting photos to the Double Take Contest, cat owners will be automatically entered to win one of 3,000 boxes of Double Duty.



For more information and Official Rules, visit www.DoubleTakeContest.com. Must be 18 or older to enter.

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~Princess Dorothy~
Email: PrincessDorothy@ConsumerQueen.com