At the core of our brand strategy is an often overlooked aspect of the brand — its own name. The inspirational Best Friends theme is a powerful, untapped force that we brought back into focus and made meaningful.
Best friends are exquisitely aware of the health and happiness of the other. When one thrives, they both feel happy. When one suffers, they both feel sad. It’s a bond with the potential to be closer than blood, because from among everyone in the world, best friends have chosen to walk through life together.
Best friends persist because they each believe the other deserves the best life has to offer. They unlock each other’s potential. They inspire and uplift. Yet, when life disappoints, they also provide understanding, comfort, and a reset. It’s a duality designed to withstand ebb and flow, and benefit from it richly.
By infusing the essence of the Best Friend into everything, products become experiences that deepen how people think about and feel about their pets. It creates an inspirational identity the audience can live into.