Petco Steers 'Finding Dory' Fans to Different Fish

Petco is tying in to the June 17 theatrical release of Pixar's Finding Dory by selling licensed products while also educating shoppers about the challenges of keeping the film's ocean-dwelling star as a pet.In stores, table displays merchandising film-themed aquarium decor are topped with signs explaining the cost and work required to maintain a saltwater aquarium. Clings on aquariums note that "blue tangs like Dory are not recommended for beginning aquarists" and encourage shoppers to talk to a store employee about finding appropriate fish. Last month, table signs also promoted a June 18 "meet and greet" event in store aquatics departments."We expect interest in the saltwater aquarium hobby to increase with the release of Finding Dory," Petco director of veterinary medicine Whitney Miller said in a media release. "As a leader in the animal care community, it's our duty to help educate consumers about the commitment necessary to keep saltwater fish happy and healthy. We're here to be pet parents' trusted source in responsibly keeping fish and learning all about freshwater and saltwater aquatic life."Stanchion signs depicting a clownfish — the species of the title character of Pixar's Finding Nemo — direct shoppers to petco.com to find fish care guides and product reviews. Ceiling signs touting the availability of Finding Dory decor also plugged Petco's support of Habitattitude, a national initiative to educate aquatic pet owners on proper fish care with the goal of discouraging the release of unwanted fish into public areas.Facebook and Twitter updates link to various educational articles about fish care within petco.com including one titled "Finding Dory in Your Home" that suggests shoppers opt for a freshwater rather than saltwater aquarium and includes a tutorial video. (See below.)The article also links to an e-commerce page merchandising the aforementioned aquarium items and a Paradise Betta, a freshwater fish exclusively sold at Petco that has coloration similar to that of a blue tang. A feature in the retailer's May 15 circular also promoted the fish. Display ads running on petco.com and external websites including family.disney.com link to the e-commerce page.In related activity, Walt Disney Co. gave channel rival PetSmart an exclusive line of 13 Finding Dory aquarium products.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Disney's Celebration Extends to PetSmart With Exclusive Collection

Celebrity Designers Create Exclusive Line for PetSmart