Tetra Helps Lowe's Make a Splash in Do-It-Yourself Water Gardening!

04/07/2008

Sales growth in “Garden Treasures,” Lowe's® private-label water gardening department brand, was hardly making a ripple, so Lowe's decided to bring in a well-known product line to capitalize on the growing water gardening industry. Lowe's asked several water gardening manufacturers to pitch their products for exclusive retailing in Lowe's stores across the country.

Tetra®, part of the United Pet Group (UPG) family, was asked to provide a pitch. Given The Anderson Group’s longstanding relationship with UPG brands—including Marineland®, TetraPond® and Instant Ocean®—it was a natural fit for us to aid Tetra in pitching Lowe's.  

For the presentation, we developed a prototype point-of-purchase display, a new and exclusive master brand look, educational materials, a Web site and an advertising plan. Tetra won the account! The complete program included merchandising display, how-to flip chart, consumer brochure, full consumer Web site with online help, and ads for This Old House, Yankee, and Gardening How-To. The next phase will include expanding the consumer Web site, and developing an inspirational and instructional DVD.