As the number three player in the category, Pet Supplies Plus was being significantly outspent by mega-competitors PetSmart and Petco. On a limited budget, we were tasked with driving sales and loyalty via messaging across multiple media.
Brand Revamp. The pet category was filled with retail and manufacturer brands communicating the pets-as-family sentiment. We made ‘Voice of Pet” the cornerstone of our marketing efforts, but decided to give the pets a bit more of an edge. Specifically, we spoke to each pet’s desires, and how they attempt to manipulate their humans. In doing so, we created humor at virtually every touch point.
Positioning. Pet Supplies Plus needed a tagline that spoke to their value proposition. We decided on four words, "Great Prices, No Begging." This phrase promised savings while also alluding to good service without the coupon clipping required of others stores.
Brand Campaign. Combining cute visuals of dogs, cats, and other pets with their inner thoughts, we constructed humorous dichotomies while telling stories familiar to every pet lover. For the customer, this showed that Pet Supplies Plus truly understands pets, creating a short leap to the assumption that they must also carry everything pets need. Humor also brought a vital “likeability” to the brand.
Store Design. To make sure that the Pet Supplies Plus in-store experience matched the communications that attracted customers there in the first place, we brought the brand alive on walls, end caps, blades, shelftalkers, and more. We also advised on store traffic flow, signage, and product placement. The result is a store that can’t be mistaken for the competition – an easy to navigate haven where pets and people are equally welcome.
Private Label Packaging. We recognized a clear opportunity for Pet Supplies Plus to create an entry-level brand that could be leveraged across multiple pet and product categories. Since most manufacturer brands are similar to each other in terms of design, PSP had a chance to stand out. Our playful package design truly paid off the Pet Supplies Plus name and demanded to be noticed.