petcurean Go! solutions
Communication Objective:
In a world full of technological innovations, fleeting trends, and social media addiction, we often lose sight of the thing that brings us back to our core value - family. Every family looks a little different, and there’s an ever-changing definition of “normal.” Families can vary by shape, size, number of legs, and more. We found that children are starting to look a little less human, and a little more furry.
That’s where we discovered this new kind of family. Not your average family with kids running around the front yard, but fur babies running around the yard instead. These new families have been created in the absence of children, but the presence of pets.
PetCurean Go! Solutions has found a way to combine both a pet’s need for speciality nutrition, and an owner’s desire to wholeheartedly care for their fur baby.
We want to establish Petcurean Go! Solutions as a top-of-mind awareness brand in the U.S. specialty food market, and subsequently grow brand loyalty among the target market of millennials, between the ages of 28-38, because millennials are now the primary pet-owning demographic.
Print:
We wanted to make our furry families a focal point in our print ad and include both humans and pets, to visualize all components of the family. Our goal is for our target audience to see themselves within our print ad and relate to the scene.
This strategy is further demonstrated through the combination of our art and copy. We kept things clean with neutral colors and simple copy. The colors and visuals communicate an approachable and loving environment, while also portraying the authenticity of those everyday family moments
Out-of-Home Ad:
For our out-of-home ad we really wanted to focus on the idea of family memories. How can we attach PetCurean Go! Solutions to timeless family memories?
This is where our photo-booth comes in. By providing consumers with a free photo booth experience to take “family pictures” with their fur babies, it will give them a tangible memento and generate top-of-mind awareness in consumers’ minds, leading to higher rates of brand loyalty.
PetCurean Go! Solutions photo booths will be placed in metropolitan area dog parks where owners may be walking or playing with their fur babies, and inside a pet store that currently carries the Go! Solutions line. We want to draw in the target audience while they’re already caring for their fur babies.
In addition to consumers walking away with a photo strip from our photo booth, they will also be given a free sample of PetCurean Go! Solutions food. This provides us with the opportunity to market our specific benefits and formulas so consumers can see just how we can help keep their pets healthy and happy so they can have more frame-worthy moments in the future.
TV Ad:
The idea of pet parenting styles was the driving force behind our TV ad, too. Take a look at Cody’s big first day and how his parents prepared for this moment.
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The Team:
Sydney Smalling - Account Executive | Riley Girardier - PR Specialist | Kristen Jacobsen - Art Director | Lily Coit - Copywriter
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