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Adams controls fleas, earns award

The Promotion Marketing Association announced that Central Garden & Pet's introduction of the Adams Smart Shield Applicator won the Silver Award of the Best New Product Launch category in the 30th Annual Reggie Awards.

Started in 1983, the Reggie Awards are named after the "cash register" and salute best-in-class marketing campaigns in the field of promotions.

"The flea and tick control section of pet stores and retailers needed a boost from true product innovation. The new Adams Smart Shield Applicator gave us a great platform to differentiate the Adams brand and stand out on the shelf," said Steve LeVeau, director of marketing for Central Garden & Pet’s Animal Health division. "Our 'Smarter Pet Care' communication strategy, driven by TV, print, in-store and digital media, drove outstanding dollar sales growth."

The Adams Smart Shield Applicator is a topical flea and tick control delivery device designed to work with Adams Spot On products. The patent-pending design is easy to grip, helps part fur for direct application to the pet's skin and effectively keeps liquid off hands.

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