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Sergeant's Orders



Leading pet care company rolls out unique cleaning products line—complete with on-pack tools and a “CSI” style black light—to tackle what Fido accidently leaves behind.



By Christine Esposito, Associate Editor



Published March 31, 2014
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Sergeant

Pet owners have been turning to Sergeant’s Pet Care Products to tackle a range of issues that come with raising man’s best friend. Now this venerable company, a leader in the pet supply industry, is taking on the worst part of dog ownership—stains and odors—with a new line of cleaning products.
 
“Sergeants and the Sentry brand have been marketing behavior modification products that help with stress and owner/pet separation,” said Colin Brodie, senior marketing director, Sergeant's Pet Care Products, Inc. In fact, according to Brodie, these behavior problems are often the No. 1 reason owners have for getting rid of a pet. 
 
Sergeant’s goal was to utilize its expertise in behavior modification to deliver more than just another line of pet-focused cleaners. The Sentry Clean Up range includes a variety of products that feature odor-control technologies that trap and destroy pet odors, as well unique on-pack tools that make cleaning up easier on the homeowner.
 
For example, Sentry Clean Up Stain+Odor Remover tackles urine stains and odors with an exclusive stainBuster Brush-on-Bottom design, and a formula is a recipient of The Carpet & Rug Institute Seal of Approval—a program that identifies effective carpet cleaning solutions and equipment that clean carpet right the first time.
 
The brush can be used two ways: attached to the bottle or detached and held by the user.
 
The reason behind that brush was two-fold, according to Brodie. Not only did it serve as point of differentiation in a well-saturated category, it solved a problem: dog owners need to find something in the house that they would use to clean up the dog’s accidents. And would want to re-use a sponge that just addressed Rover’s indiscretion?
 
The brush’s unique design also helps break carpet fibers apart without tearing carpet apart, which aids in cleaning and care.
 
Fragrances offered include Fresh Breeze as well as Summer Meadow.
 
Sergeant’s sophisticated scents don’t end there. The line also features Orchard Pear-scented Sentry Clean Up Hard Surface Floor Stain+Odor Remover.
 
Sounds pretty, yes, but it too packs a serious punch; the hard surface products has been formulated to destroy urine, vomit and feces stains and odors on sealed wood, vinyl, linoleum, stone, concrete, tile and water-safe surfaces. The bottle features an exclusive stainBuster Cloth-on-Bottom design that can be used while attached to the bottle or as a separate hand-held cloth brush.
 
The range also includes Sentry Clean Up Ultra+Pheromones Stain+Odor Remover, billed as a professional-strength, lavender-scented formula with extra enzymes and pheromones (proven to modify behaviors such as inappropriate marking) and Clean Up Urine Destroyer, which is said to trap and destroy urine stains while removing odors.
 
Plus, CSI fans will love the Sentry Clean Up Spot Revealer Black Light, which is designed to find hidden messes on carpet, wood flooring, concrete and tile—???the kinds of things??? that can happen when owners aren’t home. A flashlight option offers easy navigation in dark rooms before the ultraviolet mode is switched on.
 
The Sentry line will be sold in the pet specialty channel, according to Sergeants, which invested considerable time with suppliers getting the products right from the cleaning formulations to the brush design molds, Brodie told Happi.com in a phone interview.


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