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HTH Pool Care
Omni-Channel Campaign
Solenis is a leading supplier of specialty chemicals and water treatment solutions. The company offers a variety of water treatment products for residential and commercial pools and spas, ensuring clean and healthy water for millions of households worldwide.
Pool and spa owners who are DIYers take pride in maintaining clean, clear, and safe pool water. However, they want to do so quickly and efficiently to focus on enjoying their pool. They seek a reliable partner to provide them with the necessary solutions. Solenis offers a family of brands uniquely positioned to meet these consumer needs, including their big box retail brand, HTH Pool Care.
Graphic design, motion/animation: Jack Ross
Copywriting: Maggie Bittner
Creative direction and concepting: Chris Haas/Bill Biwer
The Challenge
Solenis sought to increase sales and strengthen market share in a category dominated by a major household brand. To address low brand awareness and limited differentiation, we developed the insight-driven “You’re All Clear” campaign, designed to build trust, drive recognition, and convert both new and existing pool owners to the HTH Pool Care brand. The campaign combined compelling messaging, strong visual identity, and targeted activation to position HTH as the smarter, more reliable choice for crystal-clear results.
To support a strong retail rollout, we created an integrated suite of digital and in-store assets for HTH’s retail partners. The enhanced product detail page (PDP) content featured strategic copywriting, informative benefit highlights, and lifestyle imagery designed to improve visibility and boost online conversion. At shelf, eye-catching endcaps, signage, and shelf talkers extended the campaign’s visual system into the store environment. Together, these touchpoints established a consistent brand presence across every stage of the pool owner's journey.
To support education and engagement at the point of sale, we developed a suite of print materials, designed to help shoppers easily identify the right products for their needs. The guides combined clear, benefit-focused messaging with clean visuals and organized layouts, simplifying complex product information into quick, actionable insights. These materials not only enhanced the in-store experience but also reinforced HTH’s position as a trusted expert in pool and spa care.
To build awareness and drive engagement, the campaign leveraged a balanced mix of organic and paid media tactics. Organic content focused on pool and spa care education and community-building, using social channels to share helpful pool care tips and product benefits that reinforced brand trust. Paid media extended that reach with targeted digital ads, sponsored posts, and display placements optimized for seasonal relevance and audience behavior. Together, these efforts created a full-funnel ecosystem that increased visibility, engagement, and conversion across platforms.
Results
We significantly boosted brand awareness by implementing an always-on media campaign featuring seasonally relevant messaging. By delivering consistent creative content in-store and on digital product display pages, we successfully connected shoppers to the brand at the moment of purchase, resulting in an impressive 72% growth at one of America's largest retailers and an Effie award submission.
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