Underdog: Unleashing a Shared Brand

There were no dog days of summer for Cardinal Laboratories last year. In July, the $15 million pet grooming company introduced its Crazy Dog line of shampoos and sprays—heavily scented with such whimsical fragrances as piña colada, wild cherry, and baby powder, and marketed via a fun‐loving dog caricature, “CD”—and retailers immediately clamored for an expanded product line.