STAINMASTER   |   INTEGRATED CAMPAIGN

 

STAINMASTER carpet was launching a new product specifically aimed at pet owners. At the time, pet shaming was a trending online meme. It usually involved comically shaming your pet over bad behaviors that this product would make easy to clean up. In essence, Pet Protect would allow these pet owners to forgive their pets.

CASE STUDY

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CAMPAIGN RESULTS

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•Repositioned existing product representing 7% of portfolio
  to more than 40% of portfolio

•Increased profit from -$10mm to over $70mm in 2 years

•Doubled share in 2 years

 

"We knew we had a solid concept, however the campaign was nothing short of brilliant and courageous. As the campaign went counter to a 40-year 0ld trend, and captured the emotional essence of what we were trying to achieve."

-Tom Donoghue

  Global Brand Director STAINMASTER