'Power of Together' Highlights the Close Human-Animal Bond
Akihiko Tse — September 9, 2013 — Lifestyle
A new ad by pet supplies company Petco is seriously tear-inducing. Showcasing moments of when animals and their owners come together and "become more human," the ad tugs at the heart strings of animal lovers all over. The ad features various different breeds of cats and dogs as "companions," "co-habitants" and "copilots" in people's lives, with moments such as a German Shepherd pulling a man in a wheelchair, or a person feeding a kitten from a milk bottle particularly touching moments.
Petco, a provider of pet supplies and various services to animal owners, recently changed its tag line from "where the pets go" to "the power of together." In an effort to emphasize the human-animal bond, the company recently set aside $15 million towards the campaign.
Petco, a provider of pet supplies and various services to animal owners, recently changed its tag line from "where the pets go" to "the power of together." In an effort to emphasize the human-animal bond, the company recently set aside $15 million towards the campaign.
Trend Themes
1. Human-pet Bonding - As demonstrated by Petco's 'Power of Together' campaign, emphasizing the emotional connection between people and their pets creates opportunities for new products and services.
2. Pet-inclusive Advertising - Campaigns like Petco's, that showcase pets as family members and equals, are becoming more popular and suggest opportunities for targeted marketing and messaging from various industries.
3. Sentimental Marketing - As evidenced by the emotional response to the Petco campaign, creating advertising that connects with customers on an emotional level can be a powerful tool for brands.
Industry Implications
1. Pet Supplies - Companies that provide pet supplies and services, like Petco, can take advantage of opportunities to enhance products and services based on the human-animal connection.
2. Healthcare - Healthcare providers can explore how pets can be used as emotional support for patients, and incorporate the human-pet bond into healthcare services and marketing.
3. Hospitality - The hospitality industry can offer more pet-friendly experiences and amenities to capitalize on the increasing trend of pets being seen as family members rather than just animals.
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