Frager Factor

Thursday, September 05, 2013

In The Biggest Ad Campaign to Play On "CO", dotCO Misses The Madison Avenue Parade

Watch and see if you agree but until half way through this new spot in Petco's $15 million campaign, I expected its purpose to be to announce a URL swap to The new tagline, "The Power of Together," is meant to highlight the COexisting human-animal bond. 

Words emphasizing CO like COmpanions, COhabitants, COpilots, COexistence and COnnections flash across the screen. And a voiceover says: "Two simple letters say it all. They're at the heart of the words that bond us and at the core of our promise to nurture that connection completely, mind and body. That's why you'll find them in our name. "

This could easily apply to dotCO and I only hope for SuperBowl they give a premium domain to another brand where this kind of creative can be applied with the budget to make it the success Overstock wasn't. (Note to Pappas!)

According to AdAge: Danielle Mohn, VP-marketing and customer strategy, said "research on the new campaign began about nine months ago. Petco conducted in-home ethnographic research, as well as focus groups and spent time evaluating qualitative surveys and the overall industry culture and landscape. The brand worked with Redscout to craft the brand position, while Vitro was responsible for the creative execution."

"The result is a "true brand transformation" which goes beyond just advertising to include cultural, policy and operational changes. The brand will restyle its employees as "partners" instead of "associates" and early next year they will don new uniforms. Ms. Charles said the new uniforms are more relaxed and personalized and include treat pouches, but she declined to offer more specifics. Partners will also receive additional training in the coming months."

"Petco also plans to put more emphasis on its social COmmunities, as well as increase in-store seminars and events. The campaign will include TV and online video buys into the first quarter of next year. Early next year, in-store aspects, including signage and the new uniforms will be rolled out. "We're redefining the game from just being about products and services. You can play the price game all day long," said Ms. Charles. "Customers want to have a relationship with their retailer, to that extent we can provide tailored advice, services and solutions.""

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