Main petcare model Hartz and inventive and media company of report, Cutwater, with places of work 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 mates can attest to, this bodily and emotional intertwinement is a two-way relationship constructed on joyful, wholesome houses. The marketing campaign gives 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 typically ignored factor in safety: consolation. The narratives seize sincere conversations by pet mother and father about preserving their fur infants not solely secure from unprotected pets, but in addition comfy with the tender and stretchy UltraGuard ProMax Cat and Canine Flea & Tick Collars. “All Bees, No Fleas” focuses on the ability of plant-based elements. The imagery visualizes a pet proprietor and canine intimately bonding indoors and outside — full with cute matching outfits — because of the utmost botanical Flea & Tick safety of Nature’s Defend. 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 dangerous, and the ugly. And an ideal description of why Hartz makes so many merchandise that ship on all points of dwelling with pets”, explains Cutwater Founder and CCO Chuck McBride. “Our strategy for the flea & tick inventive was to give attention to the connection and the priority that comes naturally when pet mother and father are about to let their family members enterprise exterior.”
The work debuts a number of milestones, corresponding to the brand new brand, tagline, and sonic identification 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 among the most enjoyable industries to be part of, however the issue is that almost all firms 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 workforce at Cutwater in addition to our amazingly proficient forged.”
The media technique boasts a sturdy purchase throughout nationwide digital, social, show, and search channels. Retailers embody the likes of Amazon, Chewy, and Walmart. Based on 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. Based mostly on learnings, I foresee some attention-grabbing alternatives for development, particularly the cat collars panorama, which is much less cluttered than its canine counterpart, and the rising pure petcare house.”
The following 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 Gregg Herman provides, “The flea & tick season is when cats and canine want unconditional love probably the most. UltraGuard ProMax presents pets absolute consolation and safety earlier than embarking outside, whereas Nature’s Defend presents a inexperienced various for getting nearer than ever to our furry companions. When there’s safety, affection and a spotlight will be proven and returned with ease.”
Hartz objects can be found for buy in-store and on-line.
Credit:
Shopper: Hartz
Chief Advertising Officer: Tina LeLay
Senior Director of Advertising: Stacy Kisla
Senior Director of Advertising: Gregg Herman
Senior Supervisor, Ecommerce Advertising: Kimberly Moran
Model Supervisor: Aaron Baumgarten
Assistant Model Supervisor: Alexandria Garcia
Company: Cutwater
Founder & Chief Inventive 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 Inventive Technique & Head of Social: Viktor Torbjörnsen
Social Media Advertising 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
Venture 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 places of work 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 america and Canada. For over 95 years, Hartz has offered a full vary of pet care merchandise of the very best high quality that assist pet homeowners love their pets the way in which their pets love them: unconditionally. By the Hartz Loving Paws™ shelter outreach program, Hartz is dedicated to serving to animal welfare organizations that take care of and defend pets till they discover their ceaselessly houses. For extra info, go to www.hartz.com.
