DYNATRAP: FROM QVC TO INDUSTRY LEADER
Woodstream acquired Dynatrap to turn the QVC phenomenon into a gold standard found in every American household.
That’s where Chaco came in.
ASK:
1- Strategy: define a compelling vision to guide all brand efforts.
2- Design: develop a new brand ID that visually conveys that ambition everywhere, from logos to packaging.
3- Advertising: identify a creative idea and devise a campaign system allowing the brand’s in-house team to efficiently create endless executions internally.
STRATEGY: Mosquitoes have been around forever, as have most methods of controlling them, from coils to insecticides and repellents applied on our skin.
And just like mosquitoes do, brands in this space also multiplied exponentially, with over 4,000 alternatives on Amazon alone.
How to break through?
Vision: to become the Sonos of mosquito control. This clear and simple articulation helped all stakeholders visualise the opportunity.
Essence: to achieve that vision , we’ve enshrined the performance, simplicity and complementarity of Dynatrap’s devices at the heart of the brand, ensuring it is reflected in everything it does, from design to product.
DESIGN
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A new symbol for the brand was created with purpose and versatility in mind.
A single device that can, depending on its orientation, evoke different notions: from Dynatrap’s “D” to the protection of a house and icons that explain different products’ benefits like trapping or repelling.
To ensure the entire organisation, everywhere, has always and only access to the latest guidelines and assets, the brand guidelines were designed and delivered as a microsite instead of a static document. Launch Dynatrap Brand Guidelines
A pattern graphic was created based on the new brand symbol. This allows to add texture and dynamism in communications when needed.
PACKAGING
Big box retail is crucial for Dynatrap. It is a fabulously unforgiving environment where the brand must both stand out and clearly communicate what it is to hoards of people who have never heard of the brand before. A tall order for a brand with only 12% awareness.
We started by ruthlessly redesigning the box for shoppability. With an emphasis on clarity and simplicity, to incorporate easily recognisable brand clues and icons that telegraph where and how to use the devices.
The range was maintained but simplified, by eliminating the equity eroding sub-brand colours, packaging and names and instead grouping all products under the same name: Dynatrap
before and after
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CAMPAIGN
A CHALLENGER APPROACH:
With just 12% awareness and over 4,000 alternatives on Amazon, how could Dynatrap stand out?
By attacking the market leader, effectively turning this into a two-horse race.
Like the brand ID, the whole campaign was designed to be modular and easy to implement, empowering the brand’s in-house creative team to quickly and cheaply create fresh executions within the same strategy for years.
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The campaign format allows for a non-challenger approach as well.
Mosquitoes kill more humans than sharks, snakes and all predators combined. In fact, they kill more of us than any other animal. Even in suburban America nothing seems to keep them away from our backyards.
With products that can both break their breeding cycle and repel them at the same time. mosquitoes have met their match. Dynatrap.
