terrier

When consumers were confusing the advertising for PetSmart – the world’s largest pet retailer – with smaller competitive pet stores, the Jones team was called in to help. Under Jones strategic and creative direction, the PetsMart “red ball” – an underutilized part of PetsMart’s logo – was called into action as a low price icon in promotional ads, and as a clear brand identifier in image ads (like the Silver Telly award winning Snowpets TV ad featured here). The red ball was used in broadcast and print advertising as well as point-of-sale materials. It has continued to be an anchor within PetsMarts brand identity years later.

Duration : 0:0:36

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