Objective/Challenge:

Before we were hired by LOOP-LOC in 1993, few consumers knew what a safety swimming pool cover was. Pool industry ads would never even hint about the possibility of drownings. Cameron set out to change the perceptions of an entire industry by making pool safety the center of LOOP-LOC’s brand. 

Cameron Solution:

We established LOOP-LOC as the preeminent “Gold Standard” brand by executing an unprecedented campaign featuring an elephant standing on an installed pool cover. This image became the centerpiece of what has been recognized by Pool & Spa News as “the highest level of consumer recognition of any corporate symbol in the industry.” Today, customers around the world ask for “the cover with the elephant on it,” and, year after year, LOOP-LOC sells more safety covers than all of its competitors combined.