In 2022, ARM & HAMMER™ extended their product portfolio of Bacillus-based probiotics to the Japan dairy, poultry and livestock sectors. Partnering with in-country distributors, we developed an integrated campaign to bring the technology to the Japan market. Introducing a U.S.-based technology required an understanding and connection to the Japanese customer. Penetrating the Japanese market often proves difficult due to the country’s inherent nationalism and the need for familiarity with its language and unique culture. Adding to the challenge was the need to position the product’s value proposition and differentiation from other probiotics in the market.