Petco Leaps and Bounds
High-quality pet toys get tails wagging.
Basket share for Petco's Leaps & Bounds brand was declining, in large part because customers were unaware of their superior quality. To overcome this, we focused our communications around Petco's high safety standards and the importance of play in a pet's holistic health. By establishing high-quality products as an essential element of healthy play, we reestablished Leaps & Bounds as the pack leader of pet toys.
Customers don't know why quality matters when they desire products that look fun.
The brand name has the potential to establish superiority in a playful way.