Caitec unveiled its new HERO brand consumer ad campaign this week at SuperZoo. The campaign is named ‘Somebody’s HERO’ and will launch in August.
According to a company statement, the campaign includes multiple creative executions such as :30 commercials (viewable here) and social ads which will be seen across the digital landscape. With over 10 million consumer impressions, the highly targeted ads celebrate the unique bond between dogs and their people. The goal of the campaign is to achieve over 50 percent brand recognition for HERO among consumers who purchase dog toys. Advertising will be geo-targeted against strong distribution markets and include tags with the logos of key accounts to drive store traffic.
“We are excited to launch the first consumer ad campaign in the dog toy category,” said Terry Gao, Caitec’s president. “Distribution and trade awareness is simply not enough to compete effectively in the crowded and commodity driven pet industry. We want to help our distributor and retailer partners succeed by selling more dog toys. The only way is to make HERO a recognized brand so consumers ask for it by name.”
The Somebody’s HERO campaign will be familiar to industry buyers. It is an extension of the trade campaign Caitec launched in September, 2016. The campaign’s core insight is the recognition that whether your dog is a couch potato or a service dog, he/she is your HERO. The emotionally supercharged creative features a boy and his dog playing superhero dress up and an army dad cheerfully greeted by his child and dog upon returning home from active duty. The ads also tout the durability and variety of HERO dog toys.
To see the Somebody’s HERO commercial and learn how to benefit from the campaign, visit Caitec at SuperZoo, booth #1845.