It’s a simple idea—and it works because it’s so well executed. Petco, one of the country’s largest specialty retailers for pet foods, supplies and services, is launching a $15 million marketing campaign this week with a new tagline that beautifully articulates the organization’s brand focus. “The Power of Together” is defined in a new TV spot that explores our relationships with our pets. And in the opinion of a brand strategist with two canine kids, Petco nailed it.
The spot reminds us why we love our pets and how they enrich our lives. Brilliantly produced, it leverages the look of home video, so every vignette feels genuine and intimate. Every moment reflects our experiences as pet owners. And the simple voice-over underscores how we feel about our animals.
This direction is a marked departure from Petco’s previous tagline, “Where The Pets Go,” which lacked any emotion, and added zero value. Even the subsequent revision to “Where The Healthy Pets Go” was doomed because there was never any clear demonstration of how shopping at Petco was a healthier decision for your pet. Advertising never addressed it thoughtfully, and in-store programs like WholePets (complete care for your pet’s health) were never well-promoted.
If this new spot is any indication of how Petco intends to proceed, I believe the brand will emerge a clear winner over the competition, and a go-to resource for pet owners.