Johnson PetDor

Unleashing new life into the brand

The Challenge:

Pet doors are a low-interest, crowded category with little differentiation. Johnson’s outdated packaging, lack of branding, advertising, and consumer engagement left sales stagnant for years.

The Solution:

We flipped the focus from door to dog. By refreshing packaging, tying the brand to a charitable cause, launching inventive retailer SPIFFs, running targeted ads, and staging guerrilla stunts at one of the industry’s biggest trade shows, we broke through the clutter. The result? A 22% lift in annual sales for this challenger brand.

The Miller Group was our advertising and marketing agency when I was the president of Johnson Pet-Dor, Inc. (JPD). They were very creative in developing our successful marketing strategy, and extremely helpful in implementing and revitalizing the effort. Of particular note was a memorable guerrilla marketing promotion at the annual pet products convention and expo. Not long afterwards, Johnson Pet-Dor received a buyout offer from a national pet products company.

- Jim Zimring