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Every year, 600,000 dogs are surrendered to U.S. shelters due to potty accidents, a tragedy often driven by the social stigma surrounding dog diapers. Fearing judgment or feeling overwhelmed, many owners let frustration overshadow their bond, yet Hartz is determined to change that narrative. With the relaunch of Comfitables, Hartz is reframing diapers and wraps as life-saving tools that replace anxiety with “the sweet sound of relief.” By breaking the taboo, Hartz ensures that perfectly lovable dogs stay out of shelters and in the homes where they belong.
Comfitables by Hartz
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 the 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.
“What a Relief”
Comfitables Diapers “Good To Go” (0:15)
Comfitables Wraps “Go Anywhere” (0:15)
Explore the Hartz campaign ads and video shorts at: youtube.com/@HartzPets/shorts.
The work will be supported by a series of socially 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. Color and VFX were 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,” explains 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.”
Defying stigma, the U.S. dog wrap market is projected to reach $107.6M by 2027
Hartz Director of Marketing (Hygiene), Kazuhiko Hyodo, adds, “Beyond possible health conditions, there are several 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, or worry with Comfitables.”
The media strategy, targeting Millennial and Gen Z audiences, boasts a buy across social and search. E-commerce efforts will complement the plan, 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 need.
About The Hartz Mountain Corporation
For more than 95 years, Hartz has been solely focused on creating pet care products that give pets the unconditional love that they give us. Today, Hartz is a leading manufacturer of high-quality, innovative pet care products for dog and cat parents, including Oinkies, UltraGuard, Nature’s Shield, Home Protection, Comfitables and Groomer’s Best brands. Hartz’s Delectables is the leading brand of wet cat treats in the United States.
Through the Hartz Loving Paws™ program, Hartz is committed to celebrating the unconditional love that pets give us through our support of shelters, fosters, and families in need. For more information, visit www.hartz.com.
