A Fresh Pet Brand Strategy
Challenge
TropiClean first came to us as a leader in pet grooming and oral care products looking for support as they launched a major new line. The success of that initiative became a foundation for refining and elevating their brand, resulting in sales growth and renewed relationships with their partners.
Solution
TropiClean was preparing to launch a new pet oral care product, Fresh Breath Drops, with a unique squeeze bottle format providing previously unseen convenience. Oral care for pets is very important but often quite inconvenient for pet owners, so TropiClean believed they had a strong offering and wanted to ensure a successful launch. We conducted audience research to assess the potential of the new product, including social listening and assessing consumer reviews of their existing products. Oral care often means inconvenience for the parent and discomfort for the pet, so to communicate the benefits of Fresh Breath Drops we created the “Happy Dog, Healthy Mouth, Fresh Breath” tagline to speak to efficacy and convenience in a light-hearted way. The phrase has now been applied to the entire line of oral care products. Branding To launch the Fresh Breath Drops line, we conducted several initiatives, including developing packaging and POS materials, a social media campaign, and print ads. We also wrote the script for a radio spot that led to some wins at retail. Ultimately, the Fresh Breath Drops launch was highly successful, leading TropiClean to enlist our help on other lines and projects. SOCIAL AND DIGITAL MEDIA For the Fresh Breath Drops launch and other projects, we created several collections of social assets meant to engage the brand’s audience and build its positioning. The Fresh Breath Drops images used actual consumer testimonials in the distinctive (trademarked) bottle shape, offering a playful take on traditional consumer review messaging. Other collections were adapted to different audiences for the various platforms, including Pinterest, Facebook, and Twitter. These social images achieved widespread adoption by consumers and ultimately became a brand asset, being incorporated onto the TropiClean website and adopted for other uses as well. Additionally, we served as TropiClean’s partner for search engine and other digital marketing including native advertising, SEM and SEO, and advertising on e-commerce platforms. Web Design and Development With the success of Fresh Breath Drops, TropiClean entrusted us with an overhaul of their company web presence. We designed and developed a new site on a modern content management system (CMS). Our design choices included refreshing TropiClean’s signature green and integrating more lifestyle photography to communicate a more natural, less clinical feel. We also incorporated the new messaging and strategy developed during the Fresh Breath campaign, evolving it to apply across categories.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.