ARM & HAMMER wanted to get Gen Alpha excited about baking soda science again. We put on our safety googles and got to work creating The Mad Science Lab, a new location in the popular Roblox world of Livetopia.

Kids around the world–15 million of them–ignited their interest in STEM as they launched baking soda rockets, created colorful slime and set off fizzy volcano eruptions. They experimented with different combinations of ingredients, learned from their mistakes, and persevered to earn fun rewards for their characters.

During its 5-week run, The Mad Science Lab surpassed our goals:
🧪 46.9 million impressions
📙 1.3 million virtual boxes of A&H Baking Soda delivered
👩🏽‍🔬 25% increase in brand awareness among Roblox players
✴️ Engagement rates were double that of similar brand experiences, with players spending over three minutes in our game on average.