Philips wanted to enter the booming pet care market with an innovative pet feeder range. The challenge was to shift perceptions of Philips from a consumer electronics brand to a reliable player in the smart pet care sector. They needed a clear and engaging brand proposition that positioned their pet feeder as more than just a gadget, but as a solution for pet owners to care for their pets with ease and intelligence.
We found that today’s cat owners, particularly millennials, seek brands that truly understand the unique personalities and quirks of their pets. Each cat is seen as one-of-a-kind, often brimming with attitude and character. Post-pandemic, with busier lifestyles and less time at home, many pet owners have been searching for solutions that offer more flexibility in caring for their cats but were concerned about compromising on the quality of that care.
We crafted a brand positioning that emphasised Philips’ legacy of trust and technology, while also focusing on the sassiness and attitude that makes every cat special. The new proposition, “Let your cat think your life revolves around them” reassured consumers that Philips, whilst a mainstream technology brand, understands the intricacies of being a pet owner. The communication strategy showcased the feeder’s technological prowess with a healthy serving of ‘cattitude’ throughout. This strategic shift helped Philips enter the pet care space with a distinctive, trusted brand voice, resonating with their new audience.
