Octupling the Premier Name in Odor Eliminator in 2 Years

Angry Orange, a pet-odor eliminator spray, was a 4-year-old brand generating more than $2 million in annual revenue when founder Adam St. George decided to exit the Amazon FBA game. Within a week of meeting the team at Thrasio, the deal was done.

To make the product consumer-ready, we completely revamped the packaging. A comprehensive rebrand of the Angry Orange product line told a story that also built consumer trust.

These improvements lent themselves to impactful listing optimizations, emphasizing the brand story and value within listing copy, imagery and video, and A+ content.

Thrasio’s marketing team built growth from both on-Amazon placements as well as off-Amazon, traffic-generating channels like Facebook and Google. With its high level of consumer interest, it was clear Angry Orange had the chops to grow into DTC channels as well, contributing 21% of total sales since March 2020. Thrasio’s marketing initiatives also included influencer marketing agreements, which have evolved to include celebrity endorsements.

The original 8oz Angry Orange concentrate was a hero product that earned a loyal cult following. Thrasio took product innovation to a new level by creating a ready-to-use version of the concentrate in multiple sizes, including a gallon jug. We expanded the product line to include a ready-to-use spray for stain removal and introduced a bathroom spray in early 2020.

Angry Orange has since experienced steady growth on Amazon. Thanks to our wholesale team, consumers also can find it on retail shelves. Select Target, Walmart, Ace Hardware, and True Value stores now sell Angry Orange to shoppers across the United States.