Pets and Trends Newsletter - 02.06.2025

Whiskas Brand Launches New Global Campaign

Author

Zihan Lyu
February 06, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Pets and Trends, your essential newsletter for pet product marketers and eCommerce professionals.

Editor’s Pick 🌟

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

Sector Spotlight 🎥

PETCARE ECOMMERCE INNOVATION
Whiskas Brand Launches New Global Campaign

Mars Petcare's Whiskas brand unveils the Purradise campaign, highlighting six cat personality-themed mythical lands. Leveraging a multi-channel strategy across Europe, this campaign integrates digital engagement through interactive games and a personality quiz, aligning product offerings with specific cat traits. It enhances customer loyalty by transforming mealtime into customized sensory experiences, reflecting advanced digital commerce strategies and market innovation.

Broadreach Nature partners with We.pet, enhancing retail distribution of their veterinary-formulated pet supplements. This alliance underscores a shared vision to promote quality products for dogs and cats, signaling growth prospects. Highlighting potential expansions, the collaboration offers insights into market dynamics and community engagement within the evolving pet products eCommerce landscape.

Petfood Forum 2025 reveals pivotal trends in the pet food sector, emphasizing eco-friendly ingredients and smart packaging innovations. Keynotes by Ernie Tedeschi and Michael Allison will deliver essential insights. Focus is on health-centric advances and ProtaSTAR, a breakthrough alternative protein, important for expanding vegan and grain-free market options.

Phillips Pet Food & Supplies integrates premium brands, Natural Balance, Canidae, and NutriSource, into their offerings, expanding distribution across key regions. By enhancing access to sustainable, health-centric pet products, Phillips strategically supports independent retailers, opening pathways for innovative digital commerce, customer engagement, and fortified community ties within the eCommerce-focused pet products sector.

Pet spending is booming with millennial trends and innovative digital commerce strategies shaping the industry. Americans annually invest $140 billion in pet offerings, signaling opportunities for eCommerce. Businesses strategically deploy natural pet foods, care innovations, and insurance, providing an avenue for enhancing customer loyalty and digital engagement in pet products.

Influencer Corner 📣

Emma Chamberlain Has Changed the Creator Playbook

☕ Chamberlain Coffee just went from URL to IRL—opening its first café in LA.
Emma didn’t stop at influence. She built infrastructure, scaled smart, and now owns the experience.
Creators who think beyond digital? They’re the ones building brands that last.
And the next phase of commerce is where we experience it, not just what we buy.

5 Brand Experience Trends You Can’t Ignore💥

This year, brand experiences are getting sharper, smaller, and more intentional. Here’s what’s shifting:

🍕 Food is the new hook—expect more brands to blur the line between snack and experience.
🙅‍♀️ Fewer influencers, more fans.
🔗 Ecosystem cohesion – No more standalone events.
🎯 Hyper-targeted events.
📏 Smaller, better – Less flash, more depth. Micro-dinners, niche pop-ups, and intimate moments will define 2025.

2025’s Boldest Marketing Moves (So Far)

The best campaigns this year are immersing, entertaining, and building community.

From L’Oréal’s influencer ski trip to TALA’s Pilates pop-up, brands are designing experiences people want to be part of.

Celebrity and creator collaborations (Rhode x Tate McRae, Bella Hadid x Miss Sixty, Dunkin’ x Sabrina Carpenter) continue to dominate, while interactive activations like Glossier’s Black Cherry vending machine prove that exclusivity drives engagement.

Who’s doing it best so far?

Performance Pulse 📈

Gen Z's digital fluency demands brands to innovate with seamless, personalized, and multichannel strategies in retail media. Integrating entertainment and value alignment into campaigns, brands can shape lasting loyalty. Swift adaptation to these evolving expectations is crucial for success in the dynamic retail media landscape.

In the digital realm, merging brand and performance advertising is crucial for success. The report highlights the necessity of integrating brand equity with performance tactics, revealing that a balanced approach substantially boosts ROI, while a performance-only focus may backfire. Strategic budgeting and harmonious tactics ensure continued engagement and growth.

TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.

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