Earned & PaidChurch & Dwight
Church & Dwight spent $709M on advertising and marketing in fiscal 2025, up 1.6% on the year before and +38% since 2019. That's 11.4% of revenue, less than in 2019: the business outgrew its marketing.
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“When it comes to growth drivers for us, the first growth driver is invest in marketing to increase the brand awareness and household penetration.”Andrea Lisbona · 2025 Q4 · transcript
“We said that we are going to protect that marketing spend.”Richard A. Dierker · 2025 Q2 · transcript
Say vs do
Of the 1 statement about its marketing budget that the filings can check, 1 held up.
What they said
“We said that we are going to protect that marketing spend.”
Richard A. Dierker on the 2025 Q2 earnings call, Feb 3, 2026 · transcript
Backed by the filings Filed marketing spend, FY2024 → FY2025: $698M → $709M (+1.5%)
What they did
| Year | Marketing spend | Change | Share of revenue |
|---|---|---|---|
| FY2025 | $709M | +1.6% | 11.4% |
| FY2024 | $698M | +8.9% | 11.4% |
| FY2023 | $641M | +19.8% | 10.9% |
| FY2022 | $535M | -7.4% | 10.0% |
| FY2021 | $578M | -2.2% | 11.1% |
| FY2020 | $591M | +14.8% | 12.1% |
Against its peers. Compared with the 11 other CPG advertisers we track (Procter & Gamble, Coca-Cola, PepsiCo, Colgate-Palmolive, Kimberly-Clark and 6 more): since 2019 its marketing spend went +38% (peer median +35%); its share of revenue moved -0.4 pts (median +0.8); last year +1.6% (median -0.6%).
How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.
What they say about media
The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.
- Experiential & events “A lot of our activations with either collaborations or partnerships are happening in the back half.” Richard A. Dierker on the earnings call · May 1, 2026 · source
- Sponsorships & athletes “Hero’s growth was driven by distribution expansion and strong Q1 activations led by brand ambassador Jordan Chiles on Mighty Patch Original and Mighty Shield innovation.” Richard A. Dierker on the earnings call · May 1, 2026 · source
- Creative campaigns “So I'm going to share with you guys the update that we're doing to our ARM & HAMMER campaign.” Charles Raup on the earnings call · Feb 3, 2026 · source
- AI in marketing “In the age of AI, we want to dip into how we drive our content and creative and continually test to see what works well.” Surabhi Pokhriyal on the earnings call · Feb 3, 2026 · source
- Influencers & creators · Organic social & content “And then here are some TikToks where you can see, for example, here it's our beautiful Sephora, it's colorful, clean, and minimalistic, and it really shows all of our products in an incredible way.” Andrea Lisbona on the earnings call · Feb 3, 2026 · source
What they see in the market
What its leaders and filings say about the ad market: its own ad business, or the channels advertisers use, since 2019; counts are statements, not spending.
- Retail media “Of course at Amazon, I would say what you will see is that effectiveness in advertising, if you go on their sites of the search engine has been improving.” Britta Bomhard on the earnings call · Feb 5, 2019 · source
In the news
- OxiClean x "Chiikawa" Limited-Edition Tub Brings Chiikawa’s Manga Miracle Cleaner to Life! 玩具人 TOY PEOPLE · Sep 29, 2026 · sponsorship