Dog diapers may not be a glamorous topic, but for millions of pet owners, they can be the difference between keeping a beloved dog at home or surrendering them to a shelter.
According to industry data, nearly 3.1 million dogs are surrendered to U.S. shelters each year, with roughly 600,000 of those cases tied to incontinence or potty-related issues. Despite being a practical solution, dog diapers and wraps are often treated as taboo, leaving pet parents feeling judged, anxious, or embarrassed.
Hartz wants to change that.
Partnering with its creative and media AOR, Cutwater, Hartz has launched What a Relief, a digital and social campaign that normalizes dog diapers and wraps by reframing them as tools for freedom, comfort, and a better quality of life.
The campaign supports a broader refresh of Hartz’s Comfitables line, which includes redesigned diapers and male wraps offering improved comfort, a secure fit, and leak-proof protection. New packaging features a playful denim-inspired look, while expanded pack sizes, including jumbo counts and smaller 12-count options, aim to make the products more accessible for both frequent users and first-time buyers.
Creatively, What a Relief leans into humor and empathy, told through the voices of talking dogs. Two hero spots anchor the work. Good To Go tackles everyday “accidents” with levity, while Go Anywhere highlights the freedom Comfitables Wraps provide, allowing dogs to move confidently without stress or restriction. A suite of social-first films extends the message, using lighthearted storytelling to dismantle lingering stigma. Take a look below:
“We wanted to create an emotional connection with dog owners,” said Cutwater creative director Amy Su. “By giving a voice to pets with incontinence, we’re showing the well-being and freedom Comfitables provides, without shame.”
As Hartz director of marketing Kazuhiko Hyodo noted, “When you have a pet with potty problems, life can feel anything but free. Comfitables are designed to remove stress, mess, and worry so pet families can focus on living fully together.”
The campaign builds on Hartz’s ongoing Unconditional Love platform and arrives as the U.S. dog diapers and wraps market is projected to reach nearly $108 million by 2027. Targeted toward Millennial and Gen Z pet parents, the media strategy spans social, search, ecommerce, and earned channels.
CREDITS:
BRAND: Hartz
• Tina Le Lay, President and Chief Executive Officer
• Dai Kageyama, Senior Vice President of Marketing
• Stacy Kisla, Senior Director of Marketing, Cross Category
• Kazuhiko Hyodo, Director of Marketing, Hygiene
• Diana Adames, Senior Marketing Coordinator
AGENCY: Cutwater
• Chuck McBride, Founder and Chief Creative Officer
• Christian Hughes, Principal and President
• Amy Su, Creative Director
• Teddy Miller, Creative Director
• Mike Ennen, Copywriter
• Emma Shepler, Art Director
• Doug Stivers, Head of Production and Executive Producer
• Adrianna Merlucci, Social Editor
• Jake Baldridge, Strategist
• Lizzy Ryan, Head of Media and Communications
• Wesley Cason, Media Director
• Caitlin Delaney, Associate Director, Media Strategy
• Joseph Gudino, Head of Paid Social
• Jake Buchanan, Data Analyst
• Greg Masiakos, Group Account Director
• Brett Harris, Account Director
• Marc Cruz, Senior Account Executive
• Ana Elejalde, Senior Project Manager
PRODUCTION COMPANY: Central Films
• Rodrigo García Saíz, Director
• John Barreiro, Executive Producer
• Veronica Madrigal, Line Producer
SERVICE PRODUCTION COMPANY: Frank Content
• Danielle Kappy, Chief Executive Officer and Executive Producer
• Belinda Struminger, Head of Production and Executive Producer
• Elisabeth “Biz” Bottomley, CAD Line Producer
EDIT: Cut+Run
• Jen Dean, Editor
• Iris Rodrigo, Assistant Editor
• Jessica Antonacci, Associate Post Producer
• Ellese Shell, Executive Producer
COLOR/VFX: Nice Shoes
• Lenny Mastrandrea, Colorist
• Matt Annitto, Color Assistant
• Tyler Whelan, VFX and Flame Artist
• Arthur Dorrington, Flame Assistant
• Isabel Gomez-Boone, Post Producer
• Andrew Pandolfino, Head of Color and Finish
• Stefan Woronko, Creative Director and Graphic Artist
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