Summary
Following a recent acquisition, Nestlé wanted to create a new masterbrand for its Purina pet division with the aim of becoming market leader in Australia's speciality petcare accessories category. The challenge was to evolve the category from an uninspiring collection of functional, hard-to-navigate products, and engage pet owners in the value of its offerings (which spanned grooming, tethering and bedding). Nestlé Purina's resulting PetLife brand took insights from human personal care products, based around the belief that pet owners buying into the premium range would expect the same level of quality for their pet as they would for themselves. Visually, a sophisticated grey hero colour was chosen for the master brand and strong typography used to create an identifiable architecture for the range. The concept of 4-step grooming simplified the proposition at point of sale, appealing to consumers and retailers alike. A bespoke solution was developed for the bedding range, breaking category conventions. Following launch, overall brand growth hit 284% year-on-year, establishing Nestlé Purina as category leader.

Summary
This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities and strategy are identified and recommendations for the future offered.

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This document highlights best practice in using search advertising in the household and domestic sector with cases from Kleenex (USA), Pedigree (Australia), Arm & Hammer Cat Litter (USA) and Everest (UK).

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This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, the owner of brands such as Friskies, Dog Chow, Felix, Purina ONE and Pro Plan. Included is a strategic evaluation with key facts about the Swiss company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities and strategy are identified and recommendations for the future offered.

Summary
Pedigree Adoption Drive is an annual initiative by Pedigree, the Mars-owned petfood brand, to help promote the plight of homeless dogs in New Zealand. The 2011 initiative, Doggelganger, utilised human to canine facial recognition software that connected real homeless dogs with real people, encouraging adoption, or donation if adoption wasn't possible. Over 3.7m users visited the site in a six-week period, US$130,000 was raised through donations and dog adoptions were up 112% from the previous year.

Summary
Pedigree Dog Food had a long-term partnership with dog shelters in New Zealand, which were full to record levels. The brand launched a campaign aiming to increase donations to shelters by 10% and dog adoptions by 10%. A piece of bespoke software called the Doggelganger was created, which scanned the user's photo and matched them with a look-alike shelter dog. An owned media site was the hub of online interactio with the campaign as a whole designed to promote sharing via social media. It was also publicised using paid online ads, TV and PR. As a result donations increased by 210%, dog adoptions grew by 112% and over 2m people interacted with the Doggelganger site.

Summary
Featuring examples from Pets at Home (UK), Arm & Hammer Cat Litter (USA), Pedigree (Latin America) and Pup-Peroni (USA), this is a collection of Warc's best case studies on how to gain customers in pet care.

Summary
This article examines the Japanese relationship with their pets in a country with a low birth rate and ageing demographic. In November 2011, household dog ownership was 17.7% and cat ownership was over 10%, with almost double that number claiming to want a dog or cat. As the country has suffered both from economic uncertainty and the events of 2011, the Japanese people have revisited the inner value of family and connectedness. However, it is their pets, particularly the ultra small and small dog categories, which have received the attention and spending, in lieu of children or grandchildren. Small pets are cheaper and less demanding than a family yet provide companionship and unconditional love. However, pet fashion in Japan can be as trendy and as hard to keep up with as human high fashion and there is increased lavish spending at pet boutiques and on premium pet food brands.

Summary
This case study outlines how MARS Petcare embarked on the biggest PEDIGREE Adoption Drive in Australia's history, to combat the view that shelter dogs can be unfit as domestic pets and people find visiting shelter homes an unpleasant experience. Budget was focused on digital and social media, and all the shelter dogs in the country were centralised online to allow people to search by breed, size and location, thus simplifying the adoption process. Those who couldn't adopt could 'like' a dog on a Facebook page, which donated a can of dog food to the home shelter. Additionally a phone app was created and an activation event held on Bondi Beach. This campaign led to a 36% increase in shelter dogs adopted - over 2,200 dogs every month.

Summary
These Recommended Cases feature campaigns from Arm & Hammer Cat Litter (USA), Pedigree (Worldwide), Whiskas (New Zealand) and Pup-Peroni (USA). They are Warc's best case studies on how to increase sales in pet care.