AnyMind Group, a BPaaS (Business Process as a Service) company specializing in marketing, e-commerce, and digital transformation, has announced its appointment by the American consumer packaged goods (CPG) company, Church & Dwight. AnyMind Group will serve as the exclusive e-commerce technology enabler for Church & Dwight’s oral care brand, TheraBreath, across key Southeast Asian markets: Indonesia, the Philippines, and Thailand. This partnership signifies a strategic move for both companies, aiming to accelerate TheraBreath’s digital expansion in a rapidly growing APAC region.
AnyMind Group Secures Exclusive Partnership
The appointment makes AnyMind Group the sole provider of e-commerce technology for TheraBreath in these three Southeast Asian countries. This exclusive arrangement underscores Church & Dwight’s commitment to digital innovation and expansion in the region. The collaboration is set to leverage AnyMind Group’s integrated platforms and local expertise to establish and grow TheraBreath’s online presence in these dynamic markets.
Leveraging AnyMind’s BPaaS Platforms
Initially, Church & Dwight plans to utilize several of AnyMind Group’s proprietary platforms to kickstart their digital expansion in the Asia-Pacific (APAC) region. These platforms include AnyX, which is an e-commerce management platform designed to streamline online operations. For influencer marketing, they will tap into AnyTag, a platform that connects brands with relevant digital creators. Additionally, Church & Dwight will use AnyLive, a GenAI-powered live commerce platform, to engage consumers through interactive live shopping experiences. This multi-platform approach aims to provide a comprehensive digital toolkit for TheraBreath’s market entry and growth.
Comprehensive E-commerce Enablement
Beyond just providing access to its technology platforms, AnyMind Group will also offer its collective e-commerce enablement expertise and local solutions to Church & Dwight. This comprehensive support encompasses various critical aspects of online business. AnyMind will assist with strategy development, helping to define the optimal approach for TheraBreath’s digital presence in each market. Services will also include online merchandising, ensuring products are effectively presented to consumers, and robust customer support to manage inquiries and issues. Furthermore, AnyMind Group will handle fulfillment and delivery, streamlining the logistics chain from online order to customer receipt, among other operational aspects.
Church & Dwight’s Global Presence
Church & Dwight, the parent company of TheraBreath, has a long history, having been founded in 1847. Headquartered in New Jersey, United States, the company is recognized as the leading U.S. producer of sodium bicarbonate, commonly known as baking soda. Its extensive portfolio includes a wide range of personal care, household, and specialty products marketed under globally recognized brand names. These brands include ARM & HAMMER, TROJAN, OXICLEAN, SPINBRUSH, FIRST RESPONSE, NAIR, ORAJEL, XTRA, L’IL CRITTERS, VITAFUSION, BATISTE, WATERPIK, ZICAM, and THERABREATH itself, highlighting a diverse and established presence in consumer goods.
A Strategic Expansion in APAC
This expanded partnership marks a strategic move for Church & Dwight to deepen its footprint in the APAC region, particularly for its TheraBreath oral care brand. The markets of Indonesia, the Philippines, and Thailand represent significant opportunities for digital growth due to their large and increasingly digitally-savvy populations. By exclusively partnering with AnyMind Group, Church & Dwight aims to navigate the complexities of e-commerce in these diverse markets more efficiently, leveraging AnyMind’s localized knowledge and technological infrastructure to connect with new customer segments and build brand presence.
CEO’s Vision for Digital Growth
Kosuke Sogo, CEO and co-founder of AnyMind Group, commented on the significance of this expanded collaboration. Sogo stated, “Our collaboration with Church & Dwight began successfully with Waterpik in Japan, and this expanded partnership across additional Asian markets and product lines underscores our deep commitment to driving sustained growth through digital innovation.” He further elaborated on the value proposition of AnyMind Group, saying, “By combining our unique BPaaS capabilities, including advanced technologies and strong regional expertise, we aim to empower Church & Dwight to seamlessly connect with new customers, accelerate their e-commerce expansion, and strengthen brand presence across borders.” His comments emphasize the strategic alignment and the anticipated benefits of leveraging AnyMind’s integrated solutions for cross-border digital growth.
