MARS PETCARE
MAKE THE HOLIDAYS A TREAT
From enthusiastic greetings at the door to weekend snuggles and wet kisses, our pets bring out the best in life. So, this holiday season, we helped our friends at Mars Petcare to give their shoppers a way to ‘Make the Holidays a Treat’ for their furry friends.
With eye-catching packaging designs perfect for gifting and a festive shopper activation, we looked to capture the holiday spirit, including pets in the family celebrations.
CHALLENGE
We were asked to create a fantastic limited-edition range of singles and gift items across three Mars Pet brands. With a supporting in-store activation that captures the festive spirit of the holiday season, giving the three brands equal stand-out.
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The aim was to provide a new approach to the activation that would drive brand individuality, consistency, and increase excitement for customers.
OUR APPROACH
From the start we had a clear idea of how we wanted to achieve this years objectives. Previous years used a consistent themed design across all brand packs. This tackled consistency, however brand individuality was getting lost and confusing.
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We felt that approaching the brands in their own unique visual language would be the best way to connect with shoppers. So that’s exactly what we did. We also wanted to make the packs look more like gifts, creating the gifting connection in stores and homes.
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The shopper activation look and feel would then work to highlight, and elevate the limited edition packs, using a simple, modern holiday background.
PACKAGING
DREAMIES
We used the new master brand assets to create a wrapping paper design. Using the different X-mas cats we created a playful gift range that had individuality that ran across each pack.
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PEDIGREE
We created 3D snowflakes in a style to fit with the new Pedigree brand look and feel. This spoke to the brands more subtle visual identity, whilst adding the desired festive feel that set these limited edition packs apart from the core range.
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WHISKAS
Inspired by the new Whiskas identity, we heroed the brand purple, using golden accents to create some simply magical holiday sparkle.
CAMPAIGN
Insights told us that a third of shoppers who bought items from the Christmas pet range didn’t buy anything from the wider pet range, suggesting they were picking up a gift for a friend or family member’s cat or dog. This insight combined with the growing trend of pets being considered a member of the family, guided our copywriting to conjure images of those special treating moments shared with pets among friends and family during the festivie period.​
Visually we wanted the packs to be the focal point activation. Simplifying from previous years, we gave them a clean backdrop with a little added holiday character. This approach also makes for great versatility, allowing us to flex the campaign for every touchpoint, with ease. This made it easy for us to maintain quality, consistency, and impact, when creating different POS, Digital, and translated assets for German markets.
