What a Relief

Nearly 3.1 million dogs are surrendered annually to animal shelters within the U.S. About 600,000 of those cases are linked to incontinence and potty accident-related issues.

Dog diapers and wraps can be literal lifesavers, but these products are often considered taboo, especially in public. Pet parents fear they will be judged as lazy or that something is wrong with their furry friends. It results in misplaced frustration and anxiety, a true damper on what should be a joyful pet-owner relationship.

Leading petcare brand Hartz is on a mission to change that with a recent product restage and renewal. Perfectly lovable dogs belong in perfectly loveable homes.

Hartz has refreshed its dog diapers and male wraps to deliver maximum comfort, a secure fit, and reliable leak-proof protection. To better meet the needs of different pet parents, the brand has introduced jumbo count packs for frequent users, as well as new 12-count packs that make it easier and more affordable for consumers to try the products. The updated packaging now features a cute denim-inspired design, making the diapers and wraps as stylish as they are functional.

In partnership with creative and media agency of record, Cutwater, Hartz has launched an integrated digital and social campaign for Comfitables.

The campaign, entitled “What a Relief”, normalizes dog diapers and wraps through the perspectives of talking dogs. The creative is driven by two spots. “Good To Go” says goodbye to tinkle winkles and whoopsie doopsies, thanks to the comfort and secure fit of Comfitables Diapers. “Go Anywhere” explores unlimited freedom and movement with the comfortable, leak-proof Comfitables Wraps. This peace of mind strengthens the bond. It allows pet families to focus on what’s really important: living a rewarding, fulfilling life–a Comfitables life–together.