Creating a deeper awareness as the experts

An international leader in water gardening products, TetraPond offers a complete line that includes pumps, liners, filters, clarifiers and water treatments, as well as fish food. Already entrenched in the trade market, TetraPond wanted to bolster its brand position as Water Garden Experts in the consumer market and came to The Anderson Group for help.

We developed a multi-faceted consumer campaign that included brand PR and media relations, print and radio advertising, and direct marketing. Messaging focused on TetraPond’s high-level expertise in water gardening, emphasizing its history of innovation and research.

At the same time, The Anderson Group developed a parallel campaign to target the pet trade. Many pet stores were already selling Koi and other exotic pond swimmers, so the goal was to increase brand awareness, support TetraPond’s brand positioning as the Water Garden Experts, and promote pondkeeping as a growth category worth considering.

The result: TetraPond increased its market share in a highly fragmented category with little brand loyalty.