CHALLENGE

As a small and up-and-coming brand in the competitive pet supplement market, Kradle had a hard time standing out both on the store shelves and online. With a low awareness level, and a significantly smaller marketing budget when compared to most of its competitors, the brand needed an idea a bit extra.

IDEA

While doing some social listening we noticed how the term Pet Parent generated tension between parents of human babies and parents of furry babies. The first group looked down and mocked the other while denouncing how cringy it is to call your dog, your baby. As a brand dedicated to providing pets and their parents with innovative calming solutions, we knew we couldn’t stay neutral in this conflict.