Rodgers Townsend, DDB St. Louis

Spectrum Brands, Nature's Miracle
"Pee in the Park"

Client: Spectrum Brands, Nature's Miracle
Product: Cleaning Product
Title: Pee in the Park
Media: Film
Country: United States
Date Of Campaign: June 2017

Background: Nature’s Miracle Pet Stain & Odor Remover is easily the category leader at pet specialty stores. Its enzymatic formula just works better than basic stain removers from carpet brands like Bissell or cleaning brands like Arm & Hammer, and pet parents know it. But to break through to mass retailers, the brand had to prove itself against the more recognizable brands. We needed to win over pet parents AND the buyers at Target, Walmart and PetSmart.

Idea: To target pet parents and convince them they could have pets and still have nice things. With its proven, enzymatic formula, our product worked so well on the toughest organic stains, we weren’t afraid to put it to the toughest test. We wanted to boldly present the Miracle in person, with delighted dog owners bearing witness, thus converting them to loyal brand advocates from that moment forward. On Friday, April 7, 2017, we threw the forgettable, in-store demo to the wayside and took our new formula straight to the dogs and the ones who clean up after them. We carpeted an entire dog park with not just carpet — bright white carpet. Then, we simply let the dogs do what dogs do. Our brand ambassador — armed with all our latest SKUs — welcomed every leg lift and squat with a smile and a miraculous product demonstration that made stains disappear before pet owners’ very eyes, proving that Nature’s Miracle Advanced Stain & Odor Eliminator worked fast and effectively on even the toughest stains.

Results: The day of the live dog park demo, we successfully treated every incident in front of every dog owner. Positive interaction with pet parents led to social media posts, texts, and in some cases the eager recruitment of their friends to come by the park and see for themselves. We sent them all home with custom swag bags filled with free samples, creating a fleet of new brand believers. The event instantly became shareable consumer content and a valuable sales tool for the brand team. Footage from this live demonstration was an immediate hit with key retailers, helping to solidify orders and negotiate precious shelf space.