TRICO® Cats and Dogs Campaign

Turning a Familiar Phrase Into a National Brand Platform

A national consumer awareness campaign designed to keep windshield wipers top of mind by connecting TRICO performance to real-world weather conditions.

The Opportunity

Wipers are essential, yet rarely top of mind. TRICO needed a way to break through and reinforce that its blades deliver clear visibility in any weather condition.

The solution was rooted in a familiar expression. By transforming “it’s raining cats and dogs” into a bold creative platform, the campaign connected everyday language with TRICO’s performance promise.

THE CAMPAIGN

The “Cats and Dogs” platform came to life through an integrated national rollout.

  • A commercial featuring live and CGI animals to create a memorable, visually engaging brand moment
  • High-impact placements in environments where the target audience lives, works, and plays
  • Strategic media designed to maximize visibility and relevance
  • Geo-specific, weather-triggered exposures on The Weather Channel and Waze apps, reinforcing product value in real time

The Impact

  • Elevated national awareness of TRICO wipers
  • Reinforced the brand’s performance promise across weather conditions
  • Delivered contextual relevance through weather-triggered media placements
  • Extended visibility across key consumer touchpoints nationwide
TRICO outdoor billboard during a lightning storm featuring a car in heavy rain and the headline “Wipers for when it rains cats and dogs.”
Behind-the-scenes production of the TRICO “Cats and Dogs” commercial, filming live dogs on a green screen set.
Large outdoor billboard in a rainy city street showing a car in heavy rain with the headline “Wipers for when it rains cats and dogs.”
Three smartphones displaying TRICO windshield wiper ads inside a weather app, with visuals dynamically changing to match rain, cloudy, and snow conditions.
TRICO outdoor billboard during a lightning storm featuring a car in heavy rain and the headline “Wipers for when it rains cats and dogs.”
Behind-the-scenes production of the TRICO “Cats and Dogs” commercial, filming live dogs on a green screen set.
Large outdoor billboard in a rainy city street showing a car in heavy rain with the headline “Wipers for when it rains cats and dogs.”
Three smartphones displaying TRICO windshield wiper ads inside a weather app, with visuals dynamically changing to match rain, cloudy, and snow conditions.

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