Challenge:

Flea and tick treatments are one of the most competitive categories in packaged goods marketing. Adams was the runt of the litter - outspent by Frontline, Advantix, Pet Armor - pretty much everyone.

Opportunity:

Adams’ new formula is the most pet-friendly, people-friendly formula on the market. And the revolutionary Smart Applicator is one-of-a-kind. This is huge news. Now, with veterinarian quality products available at the corner store, consumers save both time and money while still giving their pets the best of care.

The Idea With Utility:

Position Adams as “Smarter Pet Care” with a Professional DIY messaging platform by showcasing their revolutionary smart applicator and unique formula at corner store prices. Adams could now compete with the big dogs.

Results:

Adams is flying off the shelf. Sales in 2012 are up an astounding 70%. Suddenly, Adams has big displays in Walmart’s Action Alley instead of no presence at all.