Petco Health and Wellness Company, Inc. (Nasdaq: WOOF) today announced it has teamed up with hip-hop legend and devoted pet parent Snoop Dogg for a new advertising campaign that spotlights the value Petco offers when it comes to caring for pets’ whole health. The campaign is the latest iteration of the brand’s long-standing “It’s What We’d Want If We Were Pets” platform, which personifies pets with human actors to affirm Petco’s commitment to delivering them the same quality of care as any other member of the family.
The campaign’s 30-second spot, “DOGG WALK,” features the rapper as the human version of a Doberman Pinscher, aptly reminiscent of the breed Snoop famously transformed into in the video for his top hit “Who Am I? (What’s My Name?)” on his 1993 debut album, “Doggystyle.” In the film, Snoop’s familiar pet persona is the epitome of health thanks to the high-quality — yet wallet-friendly — nutrition, supplies and care he gets from Petco. In two accompanying shorter spots, Snoop confirms that dogs like him — and the Doberman — love a good deal and can always sniff them out.
“When it comes to shopping for my pets, I choose stuff for them I’d choose for myself. My pets gotta look good, feel good, smell good,” said Snoop Dogg. “But it’s hard to know how to keep our pets healthy and happy when they can’t tell us what they need. When I shop at Petco, it’s all there, even my own pet line, Snoop Doggie Doggs. They have great experts and great deals, so I can relax and trust that my pets are always fresh and getting the best at a fair price. Now that’s value.”
“We recognize that pet parents want to get the most for their dollars and are seeking compelling deals for high-quality products wherever they can. With this campaign we wanted to have some fun while reinforcing that no pet parent should ever have to compromise on the quality of their pets’ care in return for a good deal — that whatever their budget, they can continue to give their pets the same high-quality care they’d want for themselves or any other member of their family,” said Katie Nauman, Petco’s Chief Marketing Officer. “Seeing this value through the eyes of the ultimate dog and dog dad — ‘Tha Doggfather’ himself — Snoop Dogg gives pet parents a fresh perspective on our comprehensive health and wellness offering at a value they can feel good about.”
The new campaign, developed in partnership with creative agency Droga5, part of Accenture Song, will run through the end of this year across multiple platforms, including TV, OLV and digital, along with social content leveraging Snoop’s Petco Picks and behind-the-scenes footage of Snoop and pets, including his thoughts on being a dog dad.
