New work from independent creative company Princess reminds Australians that every muddy puddle, stolen sock and destroyed flowerbed might just be the best day of their pet’s life.
That’s the thinking behind ‘Best Life Ever’, a new long-term brand platform from Princess for Pure Animal Wellbeing (PAW), which repositions pet healthcare from treating problems to helping pets live bigger, healthier lives.
Built on PAW’s purpose to liberate the best of pets’ health through nature and science, the platform marks a strategic shift for the Australian pet health brand. In a category dominated by symptoms, ailments and fixes, Best Life Ever reframes preventative healthcare around something far more optimistic: helping pets to stay healthy so that they can keep doing the things that they love.
The platform is inspired by a simple insight: pets don’t experience life the way we do. They live shorter, faster lives, making every walk, swim, zoomie and muddy adventure matter that little bit more. PAW exists to help pets stay healthy so they can make the most of every moment.
The platform will launch across social and digital, with story arcs created specifically to be ‘snackable’ in nature. The first campaign introduces three lovable troublemakers – Benji, Lola and Ruby – each enjoying what can only be described as the best day of their life.
The campaign marks a broader evolution for PAW as it reconnects with a new generation of pet parents seeking preventative, natural healthcare. As more Australians treat their pets like family, PAW is reinforcing its role as the expert in proactive wellbeing, combining veterinary expertise with natural ingredients.
“Pets bring incredible joy to our lives, even when they’re creating absolute chaos. Best Life Ever celebrates those everyday moments while reminding pet parents that supporting their health means giving them the freedom to keep doing what they love,” said Cara Davern, country manager.
“Launching an enduring brand platform within a social and digital first environment meant we needed to work harder to stop the thumb, and act a differently to most pet healthcare advertising. Instead of starting with a problem, we wanted to start with a smile. Every pet owner has lived these moments. The muddy paws, the destroyed garden and the chewed-up underwear aren’t just signs of mischief. They’re signs of a pet that’s healthy, happy and making the most of every day,” added Cece Chieng, client lead at Princess.
Spanning skin health, joint care and digestive health, Best Life Ever connects PAW’s Veterinarian developed products with the everyday moments pets love most, reinforcing the brand’s role in helping them live life to the fullest.
The campaign launches nationally across paid social, digital video and retail touchpoints.
Credits:
Client: Pure Animal Wellbeing (PAW)
Country Manager: Cara Davern
Marketing Manager: Nicole Zahran
Digital & Content Manager: Stephen Baylis
Marketing & Admin Coordinator: Tara Kossowski
Agency: Princess
Princess A Creative Company
Founders: Beth O’Brien, Cameron Bell, Sam Dickson, Jonny Berger
Chief Strategy Officer: Lilian Sor
Executive Producer: Renata Barbosa
Snr Producer: Christina Wilmot
Client Lead: Cece Chieng
Design Director: Josh Hart
Head of Studio: Grant Graham
Media: The Speed Agency
Prod Company: Collider
EP: Rachael Ford-Davies
EP: Tom Slater
Director: Raghav Rampal
Producer: Maddison Costello
DOP: Elijah Flores
Sound: Sonar Music
Sound Engineer: Timothy Bridge
Sound Producer: Hayley Poppy
Stills Photographer: Michael Malherbe
Offline edit: Arc
Editor: Geri Docherty
Colourist: Matt Fizz
Online: Brad Smit
