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Tetra

We introduced a spokesfishonista.


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THE CHALLENGE


Build greater retailer visibility and sales momentum.


A major motion picture release featuring a popular “fishy starlet” presented a unique retail opportunity for Tetra GloFish® to attract new retailers and customers. More than a sales contest and merchandizing support were needed to draw media attention and influencers who could double the brand’s market exposure and stimulate increased sales.


Project Types

Research
Marketing
Public Relations
Creative Strategy
Graphic Design
Art Direction
Booth Design
Video/Film
Storyboard/Scripting






Our team recommended Tetra GloFish introduce four new “starlets” of its own—Gloria GloFish and her friends Tito Tetra, Cid Cichlid, and Carnie Goldfish—via a two-prong, multi-channel national campaign timed around the industry’s largest global trade show and the movie premiere. We wanted retailers and consumers to “experience” for themselves the color, beauty, and personalities of these amazing fish species. Beyond the expected PR and marketing support, our team custom-designed a “Gloria GloFish Experience Room” for the trade show, made Gloria GloFish a digital and social media star, and developed an in-store merchandizing system, live tank violators, and specially marked kits with a new Gloria Storybook for young children.


Also, as part of the two-pronged marketing program (trade and consumer), we launched a Gloria GloFish® landing page & Facebook page. We also developed an in-store merchandising system, live tank violators and specially marked kits containing the new Gloria Storybook designed especially for young children.




THE RESULTS

A high-profile launch helped produce higher returns.

This multifaceted, interactive program helped increase sales by 17% and made its mark among retailers who used the video to create their own instore “Gloria GloFish Experience.”




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