Marineland Marine Series

Creating a big wave in
the aquatic pets industry.

Marineland has earned a reputation as the industry’s innovation leader by applying science and imagination to the art of fishkeeping. While the company was known for aquarium equipment in both freshwater and saltwater (marine), it did not offer a complete high-end line for experienced marine fishkeepers prior to 2008.

To enter that category successfully, Marineland needed to do it in a big way—with the launch of a complete Marine Series line that included an unprecedented line of aquarium equipment—bigger, better aquariums, stands and canopies, sumps and pumps, skimmers and lighting—all working together. The big challenge was to introduce the line at the prestigious Global Pet Expo without tipping off the competition beforehand.

The Anderson Group themed the launch, A Complete New Look at Marine, and developed four-page ad inserts, booth graphics, a unique merchandising concept called the Smart Design Center (a first in the industry), press/dealer kits and more. Retailers were extremely impressed, and the Marine Series was named one of the top new products at the show. Post-show orders exceeded Marineland’s expectations, making this one of the most successful product launches in the company’s history.