Arm & Hammer Laundry Is Presenting Sponsor of the Half-Pint Hootenanny

At Stagecoach, the world’s largest country music festival, messes are not just expected—they’re part of the memory.

This year, Arm & Hammer Laundry is debuting as the first presenting sponsor of the Half-Pint Hootenanny, the festival’s family destination, from April 24-26.

“Stagecoach is where real life shows up at full volume—and real life is unapologetically messy,” said Laurie Kirschner, senior director of marketing at Arm & Hammer. “The Half-Pint Hootenanny captures that spirit perfectly, and we’re proud to be the first brand to champion this space—giving families the freedom to fully dive in, knowing we’ve got the cleanup covered.”

‘Come Clean with Deep Clean’ Campaign

Inside the activation, families can pick up complimentary samples of Deep Clean Liquid Detergent, available in stain, odor and free and clear formulas. Elevating the experience even further, Arm & Hammer Laundry will host meet-and-greets with rising country artists Avery Anna – ACM New Female Artist of the Year nominee – and Hannah McFarland, offering families up-close access inside the activation.

The partnership is powered by the brand’s “Come Clean with Deep Clean” campaign—a rallying cry, officials say, encouraging families to embrace every moment, mess and all.