StainMaster PetProtect Makes Emotional Appeal to Pet Owners

Atlanta, GA, May 24, 2017-With its PetProtect flooring, Stainmaster makes an emotional appeal to the country’s nearly 85 million families with pets, hoping to eliminate the fear of occasional pet messes and enable pet owners to feel that no room in the house needs to be off limits. This is important to pet parents, who consider their pets part of the family.

That's the strategic thinking behind the new "Part of the Family" campaign, created for Stainmaster by agency Scout. Led by this insight, the SCOUT team challenged themselves to move away from the functional-benefit driven ads typically seen in the flooring industry, and instead, lead with an emotional-benefit.

Connecting with purchasers of pet products at an emotional level can translate to an increase in dollars spent-good for the pet industry and good for pet-friendly products like Stainmaster PetProtect flooring. The American Pet Products Association estimates nearly $70 billion will be spent on pets in 2017, up about 25% from five years ago.

To see the commercial, click here.