TRICO Launches Clever Advertising Campaign for Fall 2021


TRICO, a global leader in wiper blade technology, has launched its TRICO Fall 2021 advertising campaign, “Raining Cats and Dogs”, which reinforces the importance of safe and clear driving visibility, even in most challenging weather metaphors.

The multi-channel campaign will generate more than 300 million impressions across TV, radio, digital advertising, podcasts and national cable network mobile apps, as well as enhanced and energized social media posts. Major outlets selected for the initiative include ABC Sports, CBS Sports, ESPN, theAdam Carolla Show, The Jim Rome Show, and CBS Sports Radio, while digital and app locations will air on The Weather Channel, Waze, Yahoo!, Bing and Google.

The advertisements use a clever and entertaining version of the “Raining Cats and Dogs” idiom to demonstrate how TRICO brand wiper blades provide optimum reliability and performance in all driving conditions. It features an animal cast of 27 cat and dog performers trained by certified professional dog handlers and monitored by Movie Animals Protected (MAP), an independent animal welfare watchdog organization.

“With so many drivers returning to the roads after a long period of work and travel restrictions, it is more important than ever to raise awareness of the importance of a scheduled vehicle maintenance program that includes regular replacement of wiper blades,” said marketing manager Carl Weber. director of TRICO. “This campaign will drive retail and service center sales of the TRICO brand, a trusted source that has delivered a century of innovation as ‘The Future of Windshield Wipers Since 1917’.”

To see the new ad campaign, visit TRICO’s YouTube channel at


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