Brands have been adding scents to their products to mask all kinds of odors for years.
An area company recently added a summery scent aimed at reminding consumers to wear sunscreen, while also covering the smell of doggie doo.
Hawaiian Tropic partnered with Edelman PR firm to promote a new limited edition product one might not associate with the sun care giant – dog poop bags.
From June 22 through July 21, Hawaiian Tropic gave away free scented poop bags through its “Paws for SPF” campaign to remind people to put on sunscreen before they walk their dogs.
According to a press release, the bags were infused with the brand’s iconic tropical scent. The bags also had a floral design.
“Our hope [was] that this product [would] help educate people on the importance of sun protection for everyday activities like walking your dog!” said Madison Gabor, an account executive at Edelman who worked on the campaign.
Hawaiian Tropic is among Shelton-based Edgewell Personal Care’s brands.
As part of the campaign, Hawaiian Tropic also offered a sitewide 20% coupon along with the promotional poop bags.
According to supermarketnews.com, pet-related sales across all industries have risen in the past year, most likely due to the COVID-19 pandemic. The APPA reported a historic $103.6 billion in total sales during 2020.
And not only are people welcoming new furry friends into their homes, but most seem to be first time pet owners. According to the APPA’s survey on Pet Ownership for 2021, Gen Z and Millennials are responsible for nearly half of the sales.
“We want[ed] to help prevent younger people (and all people!) from getting sun damage during their daily activities by reminding them to take a moment to apply sunscreen before going outside with their pets,” said Gabor.
Sunscreen is a vital part of protecting skin from the damaging rays of the sun, which can lead to premature aging and skin cancer.
“The product was inspired by the fact that many people aren’t aware that without broad spectrum protection, it’s possible to get sun damage within 15 minutes of being outside, which is the time it takes to take your dog on a short walk outside,” said Gabor.
The product’s unique smell seemed to be a big incentive for people to get involved in the campaign. According to Gabor, they ran out of the bags in less than 24 hours.
“It definitely gives the consumer more options especially if they like a particular smell,” said Caleb White, a college sophomore and pet owner.
Gabor reported that the product did well among their target demographic of Gen Z and Millennial pet owners. The company saw significant social media engagement with the campaign and Hawaiian Tropic products.
While the poop bag promotion was a hit, Hawaiian Tropic is not currently planning to add the bags to its permanent product line, according to Gabor.
For more information, visit HawaiianTropic.com
Maureen Lynch is an intern for New Haven Biz.
