hth® is a leading brand of pool supplies, with decades of experience. However, research showed that consumers didn’t have much brand loyalty when it came to pool care. With a well-known consumer brand (Clorox) now sharing shelf space alongside hth® at Walmart, they needed to define themselves to consumers and offer a difference from competitors.
three developed a two-stage messaging campaign, initially focused on the one thing pool owners really care about: clear water. We followed that with a series of how-to videos that established hth® as the brand that is ‘here to help’ pool owners.
Both messages set hth® apart from competitors and were integrated into the brand’s digital channels, including their Walmart page, with much success.