When introducing a relatively new product to consumers, you might as well make up a whole new word.
Pet-care brand Hartz is doing as much with its first campaign for “Delectables” wet cat treats, which come in pouches and special “squeeze-up” containers.
“The campaign is designed to introduce a whole new product form,” said Hartz CMO Tina LeLay. “Since wet cat treats are relatively new versus the old standard dry treats, many pet families and parents are still unaware that there’s a better way to show delight and affection to their finicky cats.”
The campaign introduces the idea of “Deliciously Delickable Delectables,” expressed in ads via text and a new jingle created by Sean McVerry, who recently won the “Battle of the Instant Songwriters” contest on The Tonight Show Starring Jimmy Fallon. “We loved the idea of inventing a tongue-twisting tagline and an entirely new word, De-Lick-able, to go along with it,” said Chuck McBride, founder and chief creative officer of Cutwater, the agency that created the campaign.
Considering the tongue-twisting jingle and consumers’ general unfamiliarity with the product, the agency opted for a humorous approach to get its message across. One spot depicts a woman swarmed by two eager cats conversing over the phone with her partner, who is at the grocery store. “Hey, while you’re there, pick up some of those Delectables, the lickable cat treat,” she says. The man, obviously confused, has no idea what she’s talking about and they repeat the product name – in various stages of correct pronunciation throughout the spot until the shopper finds the treats in a grocery aisle.
A second spot depicts a similar miscommunication between two women in a living room.
“Our artistic and strategic direction was to own the lick,” McBride said. “It’s an intrinsic element to all wet cat treats. We found relatable moments that pet parents could understand and where subtle humor could play a role.”
The effort is designed to reach Millennial and Gen Z consumers, who represent the largest segment of cat-owning households in the country, according to Caitlin Delaney, senior media supervisor at Cutwater. As such, it will employ a heavily digital strategy, she said.
