Following its acquisition of the KraMar Pet Company in 2010, Nestlé Purina had a significant challenge to transform a functional and uninspiring collection of products into a go-to destination for pet professionals and owners. Blue Marlin was asked to create a brand that would remind consumers of the value of pet speciality products. Taking insights from human personal care products, they co-ordinated PetLife’s grooming products into an easy-to-use four-step process to remind Australian consumers how easy it could be to take care of their special pet. Since launch, overall brand growth stands at a sensational 284% compared year-on-year to KraMar sales figures. Within the six months following launch, sales of the bedding range soared upwards by 400%, while tethering sales grew by 263% in nine months. During the same period, the grooming range saw growth of 230% in nine months, with 90% of retailers requesting to stock the entire selection.