As we dive into the 2025 official start of ‘Pool and Spa Season’ with National Pool Opening Day this Saturday, the North American brand marketing team would like to share some highlights of the consumer and customer tools and touchpoints that we have developed by channel to help drive sales.
For ease of navigation, you can either scroll to see the updates or utilize the tabs at the top to jump down to see support by channel.
Marketing priorities for the Pro Dealer Channel are many. From upgrading and enhancing our branded websites and social media to promotions, shopper marketing, engaging store experiences plus much more, this season promises to be very busy.
The Pro Dealer Family Of Brands
Key initiatives, programs and marketing activities:
Enhancing, optimizing and generally improving our websites to drive visits, brand engagement and traffic increases through and to our dealers is a priority.
May-June 2025: Poolife.com, Sirona.com
July 2025: GLB.com, LeisureTime.com
Watch for a renewed focus on engaging and increasing our brands’ consumer base with a refreshed look, evolving voice, and timely posts that include monthly dealer Social Media toolkits.
Spanning across all our Pro Dealer brands through websites, Social Media and in-store, promotions for 2025 are a key piece of our activation and selling strategy.
From March onward, consumers can choose their favorite products and save with great offers.
An elevated in-store branding, marketing and merchandising program designed to:
What’s Included:
The 2025 DIVE online advertising program is a highly-targeted, multi-channel advertising solution that leverages geo-tracking technology.
In its 3rd year, DIVE Media increases consumer awareness online, offers a proven and compelling promotional offer, and most importantly drives and tracks store visits and sales.
The 2025 Beatbot $100 Manufacturer Rebate online advertising program is a highly-targeted, multi-channel advertising solution for the Pro Dealer channel.
Geo-tracked advertising increases consumer awareness online, offers a proven and compelling promotional offer, and tracks store sales & visits.
The 2025 Pool Season features exciting new in-store merchandising and display strategies. From innovative brand-enhancing shelf displays to self-contained product-promoting shippers, dealers and shoppers will experience our brands in refreshing and compelling ways.
New in 2025, Beatbot and Solenis bring high-quality robotic cleaners to the Solenis offering for dealers and their customers. These dramatic displays attract attention and bring this exciting Smart Pool Tech lineup to life.
Priorities include:
HTH Pool Care and HTH Spa are the two primary brands driving presence in the mass channel across North America.
They are sold through key retailers including Walmart, Amazon, Ace, Costco, Meijer, BJ’s, HomeDepot.com, Lowe’s, and others – many of which carry a limited assortment of SKUs.
Key initiatives, programs and marketing activities:
HTH is celebrating by sharing helpful content across our social media channels, consumer email newsletter, and through an exciting partnership with Designing Spaces.
Designing Spaces is a home improvement show airing on the Lifetime Network. Tune in on April 25 and May 1 at 7:30 AM EST/PST to see HTH in action, guiding you through how to open your pool for the season! We also have a 5-part pool series launching this pool season – keep an eye out for more on the Designing Spaces website.
Our ongoing brand marketing initiative aims to drive consumer engagement and build awareness for HTH through a strategic omni-channel approach – meaning we try to reach our shoppers at every stage of their shopping journey (that includes both store and online)!
One of the main ways we do this is through advertising. This year, we’re bringing out a mix of new and refreshed content using HTH-owned creative assets.
We’ve continued to spotlight our core messaging claim – “Shock weekly with Cal Hypo to solve 90% of pool water problems” – as part of a long-term initiative to reinforce consistent, solution-focused messaging.
This initiative not only educates pool owners but drives trade-up to Cal Hypo, our differentiated, premium chlorine alternative that stands apart in the category.
We continue to invest in our owned content channels – including the HTH brand website, email newsletters, social media platforms, the HTH Test to Swim mobile app, and blog content.
Most notably this year, we plan to roll out an additional 40+ product videos designed for use by sales teams and retail partners to enhance product visibility on retailer dot-com pages.
We’re rolling out the refreshed messaging across multiple touchpoints – in-store, social media, email, search-optimized blogs, product pages, brand website, and the HTH Test to Swim app.
We continue to drive key digital marketing initiatives, including PriceSpider (a powerful tool that helps shoppers find HTH products online by linking directly to retail partners for a seamless path to purchase).
Another exciting platform is the HTH Test to Swim™ mobile app, which was relaunched two years ago and now packed with smarter features to simplify pool care – like personalized maintenance reminders based on your local weather, expert tips and advice, and more.
Plus, key app features coming soon includes:
Three years ago, we kicked off a major brand refresh for HTH, and the momentum still continues! As a global brand, we’re thrilled to bring our refreshed look and feel to Canada – with updated packaging rolling out and a newly revamped Canadian website now live.
Mass shopper marketing includes in-store signage, off-shelf displays, and rebate offers. With newly developed HTH-owned creative assets, we’ve refreshed our in-store signage and off-shelf displays to deliver a more premium and distinctive look and feel.
The updated visuals feature exclusive photography unique to HTH, helping to create stronger, more compelling branding that drives conversion and purchase at shelf!
One of our standout accomplishments this year is the significant expansion of our mass retail displays! We not only refreshed the messaging and design to align with our updated brand look for the upcoming pool season, but also scaled up execution in a big way – growing from the typical 4-5 displays per year to over 12 unique, retailer-specific executions in response to increased demand.
Our brand support for mass retailers goes way beyond the shelf. We keep the momentum going year-round with initiatives that power up every touchpoint – from in-store messaging to promotions, associate training, tradeshow prep, customer events, and line review meetings. Because at the end of the day, HTH is here to help, and we want to amplify our brand awareness wherever we can!
HTH Brilliance is our newest product innovation and is rolling out to shelves at select retailers. Our goal is to convert pool owners to Brilliance Cal Hypo tablets – a better chlorine alternative.
Get a first look with our 1-minute sneak peek video from the upcoming advertising campaign designed to engage shoppers and drive excitement. Or check out our landing page to learn more about the product: HTH™ Brilliance | The Clearer Choice – HTH Pools.
We’re currently in test markets across select Walmart, Ace Hardware, True Value, Do It Best, Meijer (full distribution), and Leslie’s stores.
To support the launch, our brand marketing plan includes:
If you come across a Brilliance endcap display or product on shelf then email it to rson@solenis.com to win some goodies (budget friendly, of course)!
A top priority is developing a steadily growing lead funnel of CCH new dealers and Pulsar end-user opportunities for collaboration with the Pulsar Dealer Network as well as improving online presence and support through comprehensive engineering portals and optimized websites are top of mind for marketing. Specific areas of effort and activity include:
Key initiatives, programs and marketing activities:
Ongoing marketing focus online is centered on optimized websites that drive organic leads, provide the most current product and solutions information and feature comprehensive engineering portals that directly support engineers, designers, general contractors and our dealers.
The commercial channel’s two brands have distinct target markets and customers. Pulsar, LeadGen focuses on reaching large commercial water end-user sites that we target through ConstructConnect and paid online advertising campaigns. For CCH, the online advertising targets smaller service providers and operators buying through distribution.
Online LeadGen ads target LinkedIn, Facebook, Search and feature:
Differentiating our chemistries, hardware, technology and all-in-one solutions model is critical. Marketing works with Sales in building comprehensive sales literature that includes information sheets, sell sheets, case studies and more.
Differentiating our chemistries, hardware, technology and all-in-one solutions model is critical. Marketing works with Sales in building comprehensive sales literature that includes information sheets, sell sheets, case studies and more.
The newly formed Enterprise Channel provides an opportunity for sales and marketing collaboration across Diversey and North America Pool Solutions, centered on the Pulsar lineup. Activities are ramping up steadily with much more strategic and tactical effort on the way. Thus far, marketing support has been focused on:
Brands within this channel include:
Highlights of initial marketing support activity:
As the Enterprise channel increases in importance, sales and marketing efforts are building. Current efforts include developing new sales collateral to tell the exciting and value-rich offerings and solutions only Solenis can deliver.
All information contained within this site is CONFIDENTIAL and should not be shared outside of Solenis. | © 2025 Solenis
