The Biggest Brand in the Business

The most recognized aquatics brand in the world is also the most guarded.  With responsibilities over North America, South America and Australia, keeping to the global template and making customers happy is challenging. Twelve years ago Tetra branding was inconsistent. Each retailer had its own style guide leading to consumer confusion and a diluted brand look. Now that we are offering the retailers true product differentiation, we have been able to move to one consistent line look. This strategy has allowed Tetra to remain as the most recognized aquatics brand, even with growing competitive pressure.

Color fusion decor

Walmart was looking for a way to reinvent their decor set.  I led the Skunkworks team to create new exciting, easy-to-shop decor.  We developed a branded decor program using color-changing LEDs to transform the aquarium. This program was so well received that we were given over half the space in the decor set equaling over 2 million dollars in retail sales.

Video

We are always looking for a way to demystify the aquarium category. One solution is using video. I created dozens of videos ranging from high-end productions with hired talent and full sets, to more budget friendly shoots created in house. These videos have been used in store at Wal-Mart, on social media and our retailers (Petsmart, Petco, Amazon and Wal-Mart) websites. See more on our YouTube page.

Tetra Plus

Petsmart asked for a premium Tetra food exclusive to their customers. The challenge was creating a label that would be instantly recognized by the Tetra consumer and unique enough to stand out on a crowded shelf. The Petsmart buying team felt it hit the mark and awarded us premium shelf position.  The food was a success with consumers as well, exceeding sales expectations by 11% in the first year.