CJ COFFAROBRAND & GROWTH LEADERSHIP

04 / Petcove · Audience-led repositioning

Less “for every pet.”
More unmistakably cat.

Strategic leadership & oversight

Audience focus, brand voice and creative direction.

The proposition, on the page“Where Clean Homes and Cats Coexist.”

  1. The problem

    “For every pet” wasn’t distinctive enough.

    The generic dog-and-cat proposition needed a sharper point of view around the products and audiences already finding traction.

  2. The decision I led

    Follow the audience.
    Give the brand a personality.

    I moved the positioning toward a cheekier, cat-focused identity grounded in successful products and customer response.

  3. The work / Strategic leadership

    Make the customer story unmistakable.

    I led audience focus, positioning, voice and creative direction. The work made that direction visible through a sharper homepage and cat-centered product stories.

    PurrTek Light / Original product creative
    PurrTek Max / Original product creative

  4. What changed

    A brand with a more distinct point of view.

    A clearer cat-focused expression, visible in the customer experience.