Background + Brief
The brand, Doggo (name changed for confidentiality) was entering the pet food category, starting with dog food and treats. It wanted to create a splash in the market and connect with the target audience, pet owners in metros, on a personal level. For that, they requested a marketing landscape study and ideal brand positioning statement.
Insight
The equation of pets and their humans has changed from pet & owners to forever-child & parents.
In many cases, humans are choosing pets over kids. In others, they refer to pets as their family members, celebrate their special days, get them loads of toys, spend a significant amount of money in their grooming, take them on vacations, and start their fan pages online.
Brand slogan
On the lines of let kids be kids — More power to the pets.
Brand Manifesto
Overview
Client: Doggo*
A prominent name in the biochemical industry that was entering the pet food category in 2019. (*Name changed for confidentiality)
Deliverables: Brand positioning statement and manifesto
Skills: Research, Conceptualisation, Copywriting, Presentation
