Pentair is the leading manufacturer of pool products including pumps, filters, heaters, cleaners, lights and automation systems. The launch of the IntelliFlo 2 VST Variable Speed Pump was a much-awaited update to their original variable speed pump which changed the pool industry 10 years prior. They needed this launch to reach distributors, retail sales locations and consumers. My team was in charge of the launch strategy and execution which included positioning, ads, point of sale and displays for both trade and retail locations along with a programmatic digital campaign and product video.

Consumer/Retail Tactics


While Pentair is not a direct-to-consumer brand, over the past couple of years they have made a concerted effort to speak to consumers as a way to assist their distribution channels with brand recognition and sales.  We helped position Pentair as a premium pool products company by utilizing aspirational lifestyle photography, refined typography and a sophisticated tone of voice that really sets them apart from their competition and is a differentiator in the busy, overcrowded retail environment.

Trade/Distributor Tactics

The trade (distributors, retail store owners, pool professionals) are Pentair's lifeline. My team crafted a program that emphasized how important the trade is to Pentair and how Pentair was going to great lengths to help them protect their business. We showcased this messaging with simple, bold graphics which get to the point and stand out in the distributor warehouse environment.

Product Video

To better showcase the features and benefits of the Intelliflo 2 VST pump my team created a product video to be used on Pentair's website and social channels. We went beyond the features and benefits to tell an innovation story including Pentair's game-changing use of variable speed technology to change the pool pump industry. It all boils down to this:

More pools. More savings. Worldwide.

Credits: Work done at Blue Flame Thinking / Art Directors: Adam Rice, Julie Helgesen / Copywriter: Mike Meyers