Main petcare model Hartz and artistic and media company of file, Cutwater, with workplaces in San Francisco and New York Metropolis, have partnered collectively to launch an all-new model platform and nationwide marketing campaign.
The model platform, entitled “unconditional love”, celebrates the shared life between pet households and their cats and canine. As all these with furry associates can attest to, this bodily and emotional intertwinement is a two-way relationship constructed on pleased, wholesome houses. The marketing campaign supplies transient, genuine glimpses, nearly a window, into the challenges and rewards of pet parenthood.
The primary wave of spots reinforces Hartz’s trusted flea & tick choices. “The Speak” highlights an usually ignored component in safety: consolation. The narratives seize sincere conversations by pet mother and father about retaining their fur infants not solely secure from unprotected pets, but additionally snug with the gentle and stretchy UltraGuard ProMax Cat and Canine Flea & Tick Collars. “All Bees, No Fleas” focuses on the facility of plant-based components. The imagery visualizes a pet proprietor and canine intimately bonding indoors and open air — full with lovable matching outfits — because of the utmost botanical Flea & Tick safety of Nature’s Protect. The items have been directed by Rodrigo Garcia Saiz of manufacturing firm Central Movies North. Editorial and VFX have been executed by Acreage Editorial and Heat & Fuzzy, respectively.
“Unconditional love. It’s a model promise to be there for the nice, the unhealthy, and the ugly. And a fantastic description of why Hartz makes so many merchandise that ship on all features of dwelling with pets”, explains Cutwater Founder and CCO Chuck McBride. “Our strategy for the flea & tick inventive was to deal with the connection and the priority that comes naturally when pet mother and father are about to let their family members enterprise outdoors.”
The work debuts a number of milestones, akin to the brand new emblem, tagline, and sonic id for Hartz. It additionally follows the “Deliciously De-Lick-able Delectables” marketing campaign for Delectables moist cat treats (Squeeze Up and Lickable Deal with) and the “#MyOinkiesFace” social media push for the lately rebranded Oinkies canine treats. Each tasks featured influencer collaborations all through Instagram and TikTok.
Hartz CMO Tina LeLay says, “Petcare is without doubt one of the most enjoyable industries to be part of, however the issue is that almost all corporations solely highlight pet possession as one-dimensional throughout communications efforts. ‘unconditional love’ embraces the entire expertise of pet households, even the difficult moments. The marketing campaign work completely connects with this overarching theme, and we couldn’t have introduced it to life with out the management staff at Cutwater in addition to our amazingly gifted solid.”
The media technique boasts a strong purchase throughout nationwide digital, social, show, and search channels. Retailers embrace the likes of Amazon, Chewy, and Walmart. In line with Cutwater Head of Media and Communications Lizzy Ryan, “Our target market was Millennial and Gen Z customers. To additional place Hartz’s flea & tick portfolio as premium improvements, we centered our techniques round driving consciousness, product trial, and ecommerce gross sales. Primarily based on learnings, I foresee some fascinating alternatives for development, particularly the cat collars panorama, which is much less cluttered than its canine counterpart, and the rising pure petcare area.”
The subsequent wave of inventive, which is able to run with paid assist, is slated to vary from a marketing campaign for House Safety Canine Pads to a social good initiative for Hartz Loving Paws.
Hartz Senior Director of Advertising and marketing Gregg Herman provides, “The flea & tick season is when cats and canine want unconditional love essentially the most. UltraGuard ProMax provides pets absolute consolation and safety earlier than embarking open air, whereas Nature’s Protect presents a inexperienced various for getting nearer than ever to our furry companions. When there’s safety, affection and a focus will be proven and returned with ease.”
Hartz gadgets can be found for buy in-store and on-line.
Credit:
Consumer: Hartz
Chief Advertising and marketing Officer: Tina LeLay
Senior Director of Advertising and marketing: Stacy Kisla
Senior Director of Advertising and marketing: Gregg Herman
Senior Supervisor, Ecommerce Advertising and marketing: Kimberly Moran
Model Supervisor: Aaron Baumgarten
Assistant Model Supervisor: Alexandria Garcia
Company: Cutwater
Founder & Chief Artistic Officer: Chuck McBride
Principal & President: Christian Hughes
Senior Artwork Director: Alexandra Ebright
Senior Artwork Director: Lexi Lanzi
Senior Copywriter: Taylor Smith
Designer: Hichem Kherbachi
Strategist: Jake Baldridge
Director of Artistic Technique & Head of Social: Viktor Torbjörnsen
Social Media Advertising and marketing Supervisor: Ashley Feminella
Govt Producer: Jason Souter
Head of Media & Communications: Lizzy Ryan
Affiliate Media Director: Caitlin Delaney
Senior Media Supervisor: Holly McKinzie
Group Account Director: Courtney Griffin
Account Director: Brett Harris
Account Govt: Marc Cruz
Undertaking Supervisor: Ana Elejalde
Manufacturing: Central Movies North
Govt Producer: John C. Barreiro
Director: Rodrigo Garcia Saiz
Producer: Maeliosa Tiernan
Editorial: Acreage Editorial
Editor: Crandall Miller
Publish / VFX: Heat & Fuzzy
Head of Manufacturing: Chris Gray
VFX Supervisor: Elliot Fan
Producer: Andrew Jerez
Social Media:
Fb: @cutwater
Twitter: @CutwaterAgency
Instagram: @cutwateragency
LinkedIn: Cutwater
Fb: @HartzPets
Twitter: @HartzPets
Instagram: @hartzpets
LinkedIn: Hartz Mountain Company
About Cutwater:
Cutwater is an impartial inventive and media company with workplaces in San Francisco and New York Metropolis. Headed by promoting thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the company prides itself on constructing distinctive campaigns for challenger and legacy manufacturers alike. These have included the likes of Hartz, Russell Stover, Brawny, Jeep, Ray-Ban, and extra. https://www.cutwateragency.com/
About Hartz:
Hartz is a number one producer of pet care merchandise in the USA and Canada. For over 95 years, Hartz has supplied a full vary of pet care merchandise of the best high quality that assist pet house owners love their pets the way in which their pets love them: unconditionally. By way of the Hartz Loving Paws™ shelter outreach program, Hartz is dedicated to serving to animal welfare organizations that look after and defend pets till they discover their endlessly houses. For extra info, go to www.hartz.com.
