Hartz Launches 'What a Relief' to Normalise Dog Diapers and Wraps

Nearly 3.1 million dogs are surrendered annually to animal shelters within the US. 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 pet care 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', normalises 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.

The work will be supported by a series of social-forward films that add levity to the stigma. With Comfitables Wraps and Diapers, dogs of all shapes and sizes can freely relieve themselves.

Production was led by Central Films and Frank Content. The pieces were brought to life by director Rodrigo García Saíz. Editorial was spearheaded by Cut+Run. Colour and VFX was executed by Nice Shoes.

The endeavour builds upon the existing 'Unconditional Love' brand platform, which was also developed and rolled out by Cutwater. It comes on the heels of a recent collaboration between Hartz Loving Paws, Pilots to the Rescue, and Foster Tales Puppy Therapy | Brooke Hughes (@fostertalespt). The initiative included donations of Comfitables products for at-risk shelter pets looking for their forever homes.

“We wanted to create an emotional connection with dog owners,” explained Cutwater creative director Amy Su. “By giving a voice to pets with incontinence, we hope to break the stigma by demonstrating the well-being and freedom Comfitables provides. In social, we thought it would be provocative and thumb stopping to show these dogs in bliss–their pee face–as they are able to freely relieve themselves without the shame or feeling that they’re disappointing their owners.”

The US dog diapers and wraps market, an emerging category despite the bias, is projected to expand to ~$107.6 million by 2027.

Hartz director of marketing (hygiene) Kazuhiko Hyodo added, “Beyond possible health conditions, there are a number of reasons why dogs may need diapers and wraps, such as marking, training, and overexcitement. Hartz knows that, when you have a pet with potty problems, life can feel anything but free. With the comfortable, secure fit and FlashDry® technology, there’s no stress, mess, and worry with Comfitables.”

The media strategy, targeting millennial and gen z audiences, boasts a buy across social and search. The plan will be complemented by ecommerce efforts, and the assets will run throughout earned, paid, and owned channels.

According to Cutwater head of media and communications Lizzy Ryan, “Our goal is to increase awareness and do our part to debunk the stigma. Initial performance has been strong. Hartz is committed to adding value to the lives of pet families, and Comfitables can make a difference wherever and whenever our furry friends go.”