What’s Confusing? Petmate, PetSmart, Petco…

Doskocil, owner of the Petmate brand and thirty others, was at a turning point. They manufacture the largest selection of pet products in the USA, but over many years had created a wide variety of product and segment brands, and even acquired a few. Their product lines stretch across almost every category, in retailers like PetSmart and Petco, but the core brands were being diluted and there was confusion. There was also the looming threat of retail private label, which can exert tremendous pressure on all but the strongest national brands.

Something had to be done and done soon. So Petmate engaged us for a comprehensive brand strategy program to address these challenges and get them on the right track.

Clarity and Focus

Extensive stakeholder discussions, channel examination, brand audits and thorough brand analysis, as well as consumer research to fully understand market segmentation and emotional purchase drivers, lead to the recommendation to rationalize the brands into a handful of key brand equities.

This would not only give Petmate a clear focus and ability to build value in fewer proprietary properties, but also assist retailers by Petmate taking on a category captain role.

Reposition and Realize

Petmate would become the prominent brand at specialty retail. The other few halo brands (see Halo Brand Logos, A.) would be rebranded and positioned specifically and with great focus in categories.

So first we had to refresh the Petmate brand (see Logo—Old vs. New, B.) and reflect its true pillars—trusted authority, smart pet solutions for your pet’s whole life, and a responsible partner. Then we had to prepare to launch the rebranding effort at the Global Pet Expo (see Global Pet Expo, C.). Rave reviews followed. Next, package redesign, and a new, consolidated web site. Then integration of social marketing and activation at store, and the launch continues to roll out across more than 4,000 SKUs of product.

Doskocil didn’t sit in the corner during the recession—they spent the time conducting an incredibly valuable strategy for their brand and competitive market position.