The arrival of new corporate leadership at Spectrum Brands, Inc. created a change in messaging direction for its three aquatic brands—Tetra, Marineland and Instant Ocean. Instead of a sales-driven marketing focus, the directive was to shift focus to brand building. The first initiative under this new philosophy was a series of brand videos. The films capture the experience each brand has to offer its distinct audiences. They also position the brands within the category and minds of aquarium owners and serve as a marketing tool to encourage others to enter the hobby.
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