Innovative campaign is just the right fit smells like green, inc. wins 2007 Silver Davey Award
December 14, 2007
Media, PA — A collateral campaign for a pet product sizing system has won the approval of an elite panel of judges, earning a 2007 Silver Davey Award for smells like green, a full-service marketing agency based in Media, Pa.
The award marks the latest triumph for smells like green, a female-owned and operated firm that recently celebrated its fifth anniversary and has previously been named one of Philadelphia Business Journal's top 10 web design agencies.
The Davey Awards, selected by the International Academy of the Visual Arts, honor outstanding creative from the best small agencies and companies worldwide, recognizing intelligence, original thinking, and exceptional execution. smells like green received the Silver award in the Business to Consumer category for its print and collateral campaign for ShopByBreedTM, a scientific sizing system designed to help dog owners identify which products are the right fit for their dogs.
"When ShopByBreed asked us to create collateral materials for their sizing system, we were tasked with introducing an entirely new concept to the market," said Cindy Dumont, Principal and Creative Director for smells like green. "We needed to create the brand look and establish how the whole system would work."
ShopByBreed assigns a size to every AKC-recognized dog breed, then uses proprietary formulas to assign breed sizes to manufacturers' products. Approved products carry a ShopByBreed Medallion displaying the appropriate breed size and indicating that the product is breed safe. For the system to work, consumers needed to be able to easily identify the correct size for their breed of dog, then find corresponding products featuring the ShopByBreed seal of approval.
"Because this was such a new idea, we needed to come up with materials that would appeal not only to consumers but to distributors as well," said Karen Krissinger, Principal and Director of Account Services. "We needed to help retailers understand that it was in their best interest to carry ShopByBreed products and show them how the ShopByBreed system could help them organize and display the merchandise in their stores."
The resulting campaign succeeded on every front. Challenged with presenting a large amount of information in an intuitive fashion, smells like green devised a color-coded system of hang tags that prominently display the breed size and list all breeds assigned to that size for easy reference. Retailers were supplied with a corresponding breed poster to hang at the point of sale, adding to the self-service aspect of the system. An eye-catching brochure targeted to retailers and distributors reinforces the ShopByBreed brand while explaining the system in a clear and straightforward fashion.
"smells like green turned our science into art. They made a complex system easy to understand," said Jill Gizzio, owner and creator of ShopByBreed. “We are thrilled with the work they have done for us."
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