The Fastest Growing Pet Odor Brand Ever.
How we disrupted a 65 year old category.
The Challenge
The pet odor category was mature and owned by established players. Conventional wisdom said the market saturation was too much. The incumbents owned the retailers and the consumer.
Finding a real foothold meant finding a crack in the category they had left open.
Stanley’s Insight
Research showed 35% of consumers are fragrance-averse. For health reasons, sensitivities, or personal preference, they just don't want any fragrance. Not one major brand was speaking to them.
A fragrance-free, chemical-free odor eliminator with a namethat made the benefit instantly obvious was the wedge the product needed to thrive
Our startling mouth spray demo helped make POOPH the most recognized brand on TV in 2024. Itsuccessfully survived 54 Network and NAD Challenges on the basis of us having a responsibility to do it rather than a right to do it.
The Work
We licensed the product, named the brand, and built the creative from scratch.
The commercials called out fragrance-free and chemical-free directly. We decided to go bold and prove safety in two seconds: the spokesman sprayed Pooph in his mouth.
Competitors launched 30 NAD challenges against our claims and 54 network challenges against the demo.
We beat every one.
The Results
$75M Run Rate
Pooph became the fastest growing brand in the category per Nielsen.
Category leader Reckitt Benckiser subsequently sold their entire household products division and laid off 195 employees.
The category leader didn't lose market share, they exited the market.
Get Growing.
