Pet Protect

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. This campaign resulted in a resurgence of the entire company and specifically repositioned existing product representing 7% of portfolio to more than 40%. In two years, it increased company profit from under $10 million to over $70 million, resulting in a doubling of share in the market.

“This campaign was nothing short of brilliant and courageous. It went counter to a 40-year track, and captured the emotional essence of what we were hoping to achieve.” -Tom Donoghue, Global Brand Director, STAINMASTER