DIG Workshop, Stakeholder Interviews, Brand Strategy, XM Activation
A market leader in pet accessories, Earth Rated® built their success with dog waste bags that Canadian pet owners love. But as they continued to grow market share, they found themselves with copycats nipping at their heels, trying to take credit for Earth Rated's own category innovations.
Working closely with their internal team, we gave Earth Rated® a long-term brand position to differentiate themselves in the category and build an emotional connection with consumers going deeper than the functional product offering. We also built out a product portfolio framework, giving the brand flexibility to grow their offering beyond their core product.
We provided a strategic toolkit to help shape internal brand initiatives and decision-making, and executed a breakthrough brand activation to connect with dog lovers. The world's first DogBNB, launched during WOOFSTOCK in Toronto, tapped into dog owners' desire to pamper their pooches just as much as themselves when they're away from home. Our Facebook contest and decked-out doggie luxury suite was featured all over the news, introducing many pet owners to the Earth Rated® brand.