Page 112 - Visual Marketing

42. Free Stuff for Dogs and the People Who Dig Them: Using
Beautifully Designed Packaging for Free Product Samples
“Sells” a Premium Product

How do you launch a premium dog
shampoo? You give it away—in small
doses. Peter O’Kuhn and Antonio
Poglianich poured their hearts into a new
organic pet grooming product line and stole a
page from the beauty products playbook. They
produced 10,000 mini-bottles and packets of
lani dog shampoo and gave away free samples.
“It engaged people,” says O’Kuhn. “They
smiled and were excited by the product.” The
combination of a winning design, a great prod-
uct, and an inspirational story has established a
premium brand that landed on the Valentine’s
Day segment of NBC’s Today show.

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