Not Your Mama's
Science Class Volcano

Millions of young scientists turned to the Lab, making an age old brand feel exciting to a new generation.

A 177 year old brand that helped generations of kids discover science was losing relevance with Gen Z, who now do most of their exploring online. We brought ARM & HAMMER Baking Soda into the Roblox metaverse, giving kids a virtual lab where they could experiment, blow things up and learn by doing.