Crushing the Behavior Pet Supplements Category.
These days stress abounds and impacts every member of the family, including, fur-babies. Our goal was to position Pet Naturals® Calming® supplements as the trusted source for alleviating pet anxiety. We drove messaging around occasions that required support including thunderstorms, fireworks, and everyday anxiety that pets feel when separated from their human paw-rents.
Occasion is key
Rinck developed a dynamically integrated campaign with flighted creative and media around key seasons and occasions associated with pet stress and anxiety.
Pet Naturals® had 63% share of the behavior pet supplements category
#1 in 9 Months.
Pet Naturals® wins the category, advancing into the #1 position in the U.S. behavior pet supplements category in MULO Retail Market within 9 months
All is calm, all is right.
Rinck looked at the holiday season as anxiety-producing for humans as well as their pets. With disrupted schedules, extra house guests, parties, presents, and decorations, the holidays are both joyous and stressful. Our theory was that dogs and cats feel this stress as they are little tuning-forks for their owners. We stated the problem, offered the solution, and created a successful holiday-triggered marketing moment for Pet Naturals®.
lead over the # 2 Brand
Working with Rinck helped us to quickly capitalize on an emerging category based on consumer insights and move us into a leadership position ahead of many larger brands that hadn’t caught on yet. The ability to work together on quick test and learn opportunities and scale up quickly made a big difference.
-- Derek Archambault, Director of Marketing, FoodScience Corporation
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