We put capes on dogs and kids to show the real hero – the floor.

STAINMASTER® focused primarily on STAINMASTER® FLOORING CENTERS, which were their elite dealer network of approximately 250 stores. However, STAINMASTER® also knew that ALL dealers had to be excited to sell it. At the time they approached us, STAINMASTER® had already invested, produced and were running a national TV spot featuring PetProtect carpet as well as a little boy and dog actively (and carelessly) playing, both wearing superhero capes. Keeping in mind that integrated campaigns have more impact than separate one-offs, we created the “Sit, Stay and Save” event around the little boy and dog. The in-store merchandising kit we developed included posters, wall banners, carpet stickers, and floor clings. Additionally, we created promotional elements that encouraged dealers to host their own "Pet Adoption Event" in conjunction with this promotion. The "Be a Hero" event significantly drove traffic to each store that hosted one. Since the product was only a year old, an incentive program was also part of the program where year-over-year sales were rewarded. Retailers were put into 1 of 5 classes, depending on the size of their store: Great Danes, Labs, Collies, Beagles and Pugs. The stores that showed the highest growth from sales were rewarded with a cash bonus, ranging from $20K for the Great Danes to $5K for the Pugs.