CLIENT

PetSmart

ASK

Develop an all-encompassing brand strategy for seamless integration across product categories. 

CONTEXT

PetSmart sought to capitalize on the growth of the pet industry due to rising millennial pet ownership, and emerging media platforms like TikTok. 

APPROACH

In partnership with Deutsch, we spearheaded research and crafted a strategy anchored in a well-defined category perspective. One that incorporated contemporary cultural, social, and economic insights. 

WORK

• Cultural and Competitive Intelligence
• Cross-departmental Stakeholder Meetings (Marketing, Merchandising, Development, Sales, and Category Leads)
• Competitive Audit and Gap Analysis
• Organizational Audit and Recommendation

SYNTHESIS

PetSmart's Brand Strategy

• Refined the brand positioning
• Enhanced the product merchandising strategy
• Optimized the workflow process of creative agency partners
• Established a framework for generating culturally resonant content tailored to millennial pet owners