US – Petcare brand Petco is highlighting its transition from retail to health and wellness in a humorous campaign featuring people representing pets.
The campaign, It’s What We’d Want If We Were Pets, focuses on the physical, social and mental wellbeing needs of our furry friends – qualities more commonly considered human concerns. The playful ad features a group of people personifying pets, commenting on the effectiveness of Petco’s products and services. From its groomers and veterinary services to its same-day food delivery, each ‘pet’ reflects on their positive experience of the brand.
‘This is our customer-facing chapter, where we’re coming out and making pet parents aware of what the difference is to become a pet health and wellness company as opposed to simply a purveyor of the things that we sell… we are fully invested in a 360-degree, whole-healthcare approach to your pet that no one else is doing,’ explains Tariq Hassan, chief marketing officer at Petco.
As we explore in High-end Pets, Millennials in particular are driving demand for elevated petcare as they prioritise pets over parenthood.
Nuud chewing gum is bold about responsibility
Nuud chewing gum, UK
Nuud chewing gum, UK
London – Nuud is a biodegradable chewing gum brand tackling the issue of single-use plastic in the category.
The plant-based and plastic-free alternative challenges conventional chewing gum products, which often rely on polymers and other synthetic materials. Made primarily from harvested tree sap, its natural composition means that Nuud gum decomposes as quickly as a banana skin. Through this innovation, the brand hopes to reduce the amount of money spent on cleaning up gum from the streets.
The motive behind its environmentally friendly chewing gum is reflected in its protest-inspired visual identity. Created by agency Mother Design, the branding communicates Nuud’s message in an accessible and energetic way. The tagline ‘Chew plants, not plastic!’ is complemented by a friendly brand mascot and bold fonts. ‘With the inherent brand message and mission of changing chewing gum behaviour, it was important that the brand didn’t come across as militant or patronising,’ says Thomas Humeau, design director at Mother Design.
In this way, Nuud is educating and intriguing consumers through positive, nostalgic aesthetics – much like the examples explored in Graphic Activism.
Klarna prompts shoppers to track carbon footprints
Stockholm – Buy-now, pay-later service Klarna is teaming up with planet-first loyalty company Doconomy to offer a carbon tracking tool to its users.
The feature will enable shoppers to view the climate impact of their purchases at no cost to them, with the aim of driving greater awareness of the environmental effects of their consumption habits. In one of the largest carbon footprint initiatives of its kind, the tool will reach up to 90m Klarna customers, providing them with an average CO2 emissions value in kilograms for each purchase they make. It can also help shoppers donate to offsetting projects.
This carbon tracking tool is part of Klarna’s 1% Pledge, which involves the donation of £7.2m ($10m, €8.3m) to initiatives supporting the health of the planet. ‘The financial sector has developed tremendous efficiencies to create, aggregate and protect wealth,’ says Mathias Wikström, CEO of Doconomy. ‘Now that same force can address the alarming planetary health. Adding a unique data stream to the customer offering is a brilliant step to educate the many.’
While e-commerce continues to thrive, brands have an opportunity to make carbon offsetting a convenient and accessible element of the purchasing process.
Stat: Young people remain open to new experiences
Kibbo, San Francisco
Amid the impact of Covid-19 and continuing global uncertainty, new research from Hall & Partners reveals an openness among young people to have new experiences.
According to its recent report, The Value Shift, 75% of 18–34-year-olds are trying new things, while 70% of this group are interacting with the world in new ways. This compares to 54% of people over 45 who are trying new things, while 55% of over-45s report experimenting with new ways of interacting with the world. Further analysis shows that just under half (49%) of Generation Z and Millennials say they are now more focused on finding simple pleasures in life.
This new mindset among young people echoes the ideas we explore in Pleasure Revolution, as people turn their attitudes from ones of personal enhancement to enjoyment.