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How to launch a new pet product in a competitive landscape to both consumers and sales associates?
Take it on the road to the Westminster Dog Show!


It started with a Facebook contest for one lucky consumer and one retail sales associate to win a trip to the event. Once there, attendees saw Stainmaster Pet Protect Carpet, which was custom-colored in the Westminster purple and custom-embossed with the brand’s logo, covering the entire area between the grooming stations and the competition rings as well as in the main ring for the televised competition.


The event activities also included a photo booth for pets and their humans, street teams to educate and give our swag, and social media support.


Finally, a film crew captured the whole thing for a video that far exceeded client expectations.

Stainmaster Carpet
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