Launching a Premium Brand

Motivated by the bed bug crisis, Central Garden & Pet wanted to deliver a new product to help customers take matters into their own hands. The PreStrike name, logos and brand were created to match the insecticide and organic needs in the marketplace.

Targeted Distribution

The bed bug campaign and in-store POP helped launch the products in New York City and other areas hit hardest by the bed bug crisis. Fueled by successful product adoption, the company realized an opportunity to expand the PreStrike product line for other bug infestations. Celtic’s research with consumers uncovered confusion in-aisle and a need for a simplified naming and packaging design that clearly identified the target insect. The online and store ad campaign engaged consumers to pay a premium for professional formula pest control products and the line was adopted in top retail outlets.

Elements

Name
Brand Strategy
Packaging
POP
Advertising
Website


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