Oster® Provides Pet Care With 'Less Stress'

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Leading Animal Care Brand Combs Through Research to Identify New Brand Proposition

Pets and their parents can look forward to a little less stress this year thanks to pet care expert Oster® and its fresh brand motto. Through consumer research, the 90-year-old brand identified ways that it can help pet owners better care for pets and provide the best at home care possible – and help prevent animal anxiety.

After a year of focus groups and a reorientation of the brand, Oster has identified “Less Stress” as its new brand motto. The brand is in a unique position because it provides multi-tasking solutions across grooming and pet care product lines to collectively provide the consumer with user-friendly ways to get the job done quickly so it’s easy for the pet and its parents. The slogan will be unveiled at the 2015 Global Pet Expo and carried forward throughout the year through collateral, marketing campaigns and retail placement.

The changes are already rolling out, and consumers will start to see a shift starting this month with four key brand differences:

  •     Product Features – Oster already was innovating ways to make at-home pet care easy, but, in light of its “Less Stress” campaign, also will highlight the features on its products that make pet grooming and pet care more convenient for both the pet and parent. Gentle Paws Nail Trimmer, for example, includes a safety guard that prevents trimming too close. Calm Clips perform quietly so that pets are not startled by the noise and gentle-formula shampoos include easy-to-grip bottle designs to hang on even during the most rambunctious bath.
  •     Lifestyle Choice – Oster research found that many pet parents are easily overwhelmed by the idea of caring for a pet. Similar to parents raising children, pet parents are looking for easy, gentle solutions that get the job done. Likewise, many dogs and cats are resistant to grooming care at home. After talking with consumers, Oster developed the “Less Stress” mantra, which will be put into practice at Global Pet Expo 2015. Visitors to the booth not only will be re-introduced to the full line of Oster products, but also will be treated to a chair message and Less Stress Kit – a few small items that serve as a reminder that pet care doesn’t have to be difficult.
  •     New Image – Allowing the brand to stand out among the tremendous number of pet products available, the company has rethought its packaging and branding for more than 50 SKUs of products. The packaging already has started shipping to retailers and consumers will be able to see an instant change. In predominately black and white, the package clearly pictures the animal as the hero – with supporting features and benefits of the Oster product. Through the descriptive text, the packaging quickly explains why the tool and/or product provides less stress for the pet parents and helps them care for a healthy, happy pet.
  •     Website Relaunch – Later this year, the Oster website will follow suit as it undergoes a makeover to align with the “Less Stress” branding. Consumers will be able to view the new packaging and clearly identify the products that best help them provide care for their pets.

Oster’s Long-Standing Legacy
Oster is a trusted name in pet care and has more than 90 years of experience in the pet industry. In 1924, Oster created a hand-operated hair clipper – its first venture into the business. It was only later – in the 1940s – that the brand started manufacturing the small appliances it also is known for today.

In addition to at-home pet care solutions, Oster is the standard for many professional groomers who begin their careers using Oster blades, clippers and trimmers. The brand has become a go-to resource for many industry professionals and is successful because of its quality products – most of which are manufactured in McMinnville, Tennessee.

For more information on Oster consumer product solutions, visit booth #2725 at Global Pet Expo or go to http://www.osteranimalcare.com.

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©2015 Sunbeam Products, Inc. doing business as Jarden Consumer Solutions. All Rights Reserved. A subsidiary of Jarden Corporation.

About Jarden Corporation
Jarden Corporation is a leading provider of a diverse range of consumer products with a portfolio of over 120 trusted, quality brands sold globally. Jarden operates in three primary business segments through a number of well recognized brands, including: Outdoor Solutions: Abu Garcia®, AeroBed®, Berkley®, Campingaz® and Coleman®, ExOfficio®, Fenwick®, Greys®, Gulp!®, Hardy®, Invicta®, K2®, Madshus®, Marker®, Marmot®, Mitchell®, PENN®, Rawlings®, Ride®, Sevylor®, Shakespeare®, Stearns®, Stren®, Trilene®, Völkl®, Worth® and Zoot®; Branded Consumables: Ball®, Bee®, Bernardin®, Bicycle®, Billy Boy®, Crawford®, Diamond®, Dicon®, Fiona®, First Alert®, First Essentials®, Hoyle®, Kerr®, Lehigh®, Lifoam®, Lillo®, Loew Cornell®, Mapa®, NUK®, Pine Mountain®, ProPak®, Quickie®, Spontex®, Tigex® and Yankee Candle®; and Consumer Solutions: Bionaire®, Breville®, Crock-Pot®, FoodSaver®, Health o meter®, Holmes®, Mr. Coffee®, Oster®, Patton®, Rival®, Seal-a-Meal®, Sunbeam®, VillaWare® and White Mountain®. Headquartered in Florida, Jarden ranks #356 on the Fortune 500 and has over 30,000 employees worldwide. For further information about Jarden, please visit http://www.jarden.com.

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Matt Kasik
LCWA
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Alison Bruder
LCWA
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