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Colgate-Palmolive Co (Petcare)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive.

Whiskas KIT: How cat content grew up to drive digital growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.

Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

Mars Petcare: Bringing four paws and a solution to the loneliness epidemic

Case Study • SABRE Awards, Gold, EMEA, 2020

Mars Petcare, a pet care brand, increased awareness of how pets can help people suffering from social isolation and loneliness in the UK by launching an event during Mental Health Awareness Month.

Honey I'm Home: dog treats

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

IFFCO, an Indian cooperative brand, launched a pet food brand in the US called Honey I'm Home which used symbols of naturalness and a lovable cartoon dog to connect with pet owners.

Stallergenes Greer: Augmenting reality to build an engaging NAVDF booth experience for vets

Case Study • SABRE Awards, Gold, North America, 2020

Stallergenes Greer, a global biopharmaceutical company, created an AR-led experiential booth at the North American Veterinary Dermatology Forum to promote its Supportive as a Service Dog campaign.

Hill's Pet Nutrition: It All Starts With Science

Case Study • AME Awards, Bronze, 2020

Hill's Pet Nutrition, a pet food brand, reversed declining sales and increased relevancy in the US by launching an informative video that shows how pet care all starts with science.

Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points, April 2020

An overview of YouTube influencer engagement by sector.

Pedigree: SelfieSTIX

Case Study • Hayley Pardoe, Ahmad Salim, WARC Awards, Silver, Effective Innovation, 2020

Canine oral care product DentaSTIX took an innovative approach to improve its relevance and drive purchase in New Zealand.

How Chewy is building a “recession-resilient” business

Article • Stephen Whiteside, WARC Exclusive, April 2020

Chewy, an online retailer that sells pet foods and supplies, believes that several factors can help make its business “recession-resilient” in the face of a likely period of wider economic distress.

Whiskas: K.I.T

Rankings • WARC Effective 100, 2020

Whiskas, the cat-food brand, increased online sales in the UK by creating a global content platform.

Güd: Rescue Dogz

Rankings • WARC Media 100, 2020

Güd, an online dog food brand, raised brand awareness in Brazil by turning misspelled dog breeds into opportunities to adopt abandoned dogs.

Champion Cat: Catflix

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Champion Cat, a cat food brand, increased awareness in Chile by launching Catflix, a series of content featuring the cat version of famous films and TV series.

Puppo

Case Study • ANA, Gold, ANA International ECHO Awards, 2020

Puppo, an animal feed brand, created personalised ads for every registered dog in New York City to increase awareness as a new start-up.

Nestlé SA (Pet care)

Article • Euromonitor Advertiser Profiles, February 2020

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the pet care market.

GÜD: Rescue Dogz

Case Study • MMA Smarties, Best in show, X (Global), 2019

Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.

Whiskas: How cat content grew up to drive digital growth

Case Study • APG (UK), Entrant, 2019

Whiskas, the cat food brand, created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Sheba: Dogs have owners, cats have willing staff

Case Study • APG (UK), Entrant, 2019

Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.

Dreamies: Pavlov's cats – How we brokered a connection with the most fickle creatures in the world

Case Study • APG (UK), Entrant, 2019

Dreamies, the cat food brand, boldly levelled with cat owners in a funny way, which saw it being aired first in Canada and later aired across Western markets.

Pedigree: Dog Dates – Doing Some Good in Europe

Case Study • APG (UK), Entrant, 2019

Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.

Himalaya Companion Care: Purrfect IPL

Case Study • Emvies, Silver, 2019

Himalaya Companion Care, a pet care brand, increased awareness and sales of its new pet food in India by redesigning an area in a cricket stadium that allowed pet owners to bring their dogs to the match.

PEDIGREE: SelfieSTIX

Case Study • WARC Cases, Creative Effectiveness Winner, 2019 Spikes Asia

PEDIGREE, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

Cesar: Doorway of Doggie Delight

Case Study • Gaby Huang, WARC Prize for Asian Strategy, Entrant, 2019

International pet food maker Cesar was stagnant in Taiwan and wanted to refresh its brand image and increase penetration in the wet dog food category.

Mars Petcare innovates for the future of petcare with Kinship

Article • David Tiltman and Anna Hamill, WARC Exclusive, July 2019

Kinship, an investment fund and start-up accelerator owned by Mars Petcare, offers insights into new ways that large companies can innovate with data and direct to consumer business models.

The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Building brand salience through direct-to-consumer value propositions

Article • Danyl Bosomworth, Admap Magazine, January 2019

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.
What we know about the theories of brand growth

Article • WARC Best Practice, September 2020

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Marketing skills help to build profitable growth

Article • Hugh Davidson, Market Leader, Quarter 3, 2011, pp. 18-18

Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth.
Differentiation or Salience

Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.