Trico ‘Cats & Dogs’– A Campaign That Stands Out in Any Weather

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Getting consumers to think about windshield wipers before they need them isn’t easy. Trico’s ‘Cats & Dogs’ campaign took a fresh approach—using the well-known phrase to create an engaging, memorable message. With a mix of live and CGI animals, the campaign brought the unpredictability of weather to life, reinforcing Trico’s reliability in any condition. Strategic media placements—including TV on ESPN and CBS Sports, radio sponsorships with Jim Rome and Adam Carolla, and geo-specific, weather-triggered digital ads on Waze and The Weather Channel—ensured Trico’s message reached drivers at the exact moment they needed it.

Billboard for Trico wipers featuring a car with pets in rain, text reads 'Wipers for when it rains cats and dogs.'"
Three smartphones display a weather app showing different conditions in Buffalo, NY, with temperatures, cloud icons, and alert messages. An advertisement for TRICO wipers is visible, featuring a car with dogs on a rainy, cloudy, and snowy background.
Two MacBook Pro laptops displaying the Trico website. The left screen shows a car with dogs in the rain, emphasizing wiper blade selection for vehicles. The right screen lists retailers like O'Reilly and Amazon for purchasing Trico wipers, along with
Assortment of Trico windshield wiper blade packages, featuring various models like Force, Onyx, NeoForm, Sentry, ExactFit, Tech, Instinct, Flex, Ice, Chill, HD, and Classic, displayed vertically against a black background.
Large advertisement billboard in a city displaying TRICO wipers with the slogan "Wipers for when it rains cats and dogs."

Creative Credits

Bill Paterson, Jason Pautler, Gene Thompson

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. I deeply appreciate everyone who helped bring these ideas to life.