Despite record pet ownership statistics in 2010, the Australian pet speciality category was uninspiring, and existing brands were failing to stimulate interest. Nestle Purina saw this as an opportunity to launch an exciting new hero brand to take the lead and stimulate category growth.
Sophisticated and contemporary, PetLife takes inspiration from human personal care products. Its muted grey colour palette creates a premium, branded appeal, contrasting distinctly with the blithe positioning of many pet care brands.
The strategy was a success: PetLife’s overall brand growth rose to 284% after launch and 90% of the retailers invited to trial PetLife asked to stock the entire range permanently. Such impressive results earned PetLife a silver trophy at the 2013 DBA Design Effectiveness Awards.
Watch PetLife video here to see the extent of the project.