work / WHIMZEES / BRUSHZEES

Launch

WHIMZEES dog treats faced a daunting challenge when its #1 selling toothbrush needed to be restaged in the marketplace. Genesis helped define the product strategy, product shape, name and introduction roadmap. A new tradeshow, sales materials, videos, packaging, point of sale, and all outbound communication helped introduce Brushzees, “The New Shape of Clean” to the market.

Without missing a beat, the new shape quickly became another hit for the brand.

Ultimately WellPet, an innovative U.S.-based company, saw the potential in WHIMZEES and acquired the brand. Sales growth continues as WHIMZEES looks to a bright future.

Positioning and Brand Strategy
The launch created the long-term positioning and strategy for the brand: WHIMZEES, Revolutionizing Doggie Dental Care.

BRUSHZEES launch
Genesis created materials to launch the significant new product that revolutionizes the toothbrush in doggie dental care to the trade and consumers.

Social
We leveraged social media to tease the new product and introduce the new and improved daily toothbrush and its new positioning.

Website
After creating the initial website for the brand years before, we made major updates to incorporate the new positioning and product launch messaging.

Advertising
A unique and engaging advertising campaign -based on the idea that dogs will Jump for Joy - highlighted the new BRUSHZEES product.

Brochure
Sell-in trade communications returned to WHIMZEES roots and reinforced the unique selling features across the entire product line.

Packaging
Updated packaging, logo clean up and icon set made the packaging more accessible to consumers.

E-comm Packaging
E-commerce 30-day packaging helped to communicate the Daily use regimen that helps keep dog's teeth clean...and sale up.

Tradeshow
A new trade show booth and energetic videos brought to life the new positioning and product launch as well as the line breadth and efficacy.


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