Petco Gets into Science with Hill's
Petco is heavily promoting the launch of Colgate-Palmolive's Hill's Bioactive Recipe dog food as part of its new "We Stand Behind Science" marketing platform.
In stores, endcaps outfitted with coupon tearpads offering $10 off any bag merchandise the line. A front-page feature in the retailer's July 15 circular introduced the brand and touted the coupon. A shelf blocker encourages shoppers to text to receive a link to a promotional video that was posted on Petco's YouTube channel on May 9. (See below.) The video also appears on a brand showcase within petco.com. A home page carousel ad, a July 22 email blast and multiple Facebook updates link to the showcase.
The carousel ad bears Petco's We Stand Behind Science seal, which the retailer is using to mark products formulated by veterinarians, nutritionists and food scientists. A promotional page for the platform spotlights Hill's Bioactive Recipe and Science Diet along with Nestle-Purina's Purina Pro Plan and Mars Petcare's Royal Canin. An Aug. 9 email blast and concurrent Twitter update promote the platform.