Strategy and creative idea for launching a pet brand Half&Half

Background
Suziria is a powerful player in the pet market. It has been developing a culture of pet care for over 30 years. Taking into account the needs of the audience, the company has developed a new brand for whisker-tailed friends – Half&Half. The company plans to take a place among the top three leaders in Ukraine and actively promote itself in European markets. But the shelves and media space are already oversaturated with competitors who have been communicating with consumers for decades. So we had to create a brand that cats, dogs, and their friends would love!

Goal
To launch a brand that will become a source of pride for Ukraine and gain worldwide recognition.

Solution
Half&Half unites the lives of two friends. The brand's strategy was based on the highlights of the harmonious relationship between pets and their two-legged friends. This is how the concept of pet-friendship was developed, according to which true friends will live with each other's shortcomings and advantages and allow themselves to be different, but at the same time to stay in harmony. Insight: emotional diversity - allowing yourself and your pet to be different: to have fun, to do night running, to sing loudly in the shower, to sleep all day or to look sadly out the window, but to accept the authenticity of each other, to care and respect each other. When you and your pet are equally harmonious.

The visual identity of the campaign is the masks with painted eyes, which combine two worlds – real and animated. It's also an easy way to demonstrate the range of emotions of the pets and their pet friends. Half&Half became a trend, and social media users got a cool way to share viral content, and even get rewarded for it. Popular comedians and bloggers were the first to support the initiative and even created a mini stand-up battle with their pet friends.
We can confidently say that the Half&Half brand has made a powerful step towards the audience and has plans to become not only a part of the pet diet, but also a part of the lifestyle.