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LGBT-Supporting Pet Product Branding

Dreamies Cat Treats Unveiled a New Pack Design

— May 11, 2021 — Marketing
Dreamies cat treats have been revamped with new branding by Mars Petcare in an effort to show support for the LGBT+ community in a lead-up to Pride Month in the UK. The product features the Pride rainbow front and center, which is further accented by the logo of the LGBT Foundation in the top-left corner of the pouch. The branding is intended to speak to the large percentage of LGBT+ community members who have a pet and who rely on their furry friend for support when feeling lonely.

General Manger at Mars Petcare Helen Warren-Piper spoke on the new Dreamies cat treats LGBT+ branding saying, "This is our first brand activation at Mars Petcare that specifically heroes and celebrates both inclusion and diversity. We want to do all we can to show our support for the LGBT+ community – not just by providing better education to our associates and promoting inclusion within our own four walls, but also by supporting LGBT+ people externally through our marketing and advertising and the way we communicate to our consumers, many of whom are part of the LGBT+ community."
Trend Themes
1. LGBT+ Inclusive Branding - There is an opportunity for companies to show support for the LGBT+ community through inclusive branding.
2. Pride Month Advertising - Companies can align themselves with the values of Pride Month by creating inclusive advertising campaigns.
3. Diversity and Inclusion Messaging - Incorporating diversity and inclusion messaging in branding can improve a company's image among diverse consumers.
Industry Implications
1. Pet Care - Companies in the pet care industry can differentiate themselves by incorporating inclusive messaging in their branding.
2. Marketing and Advertising - Marketing and advertising agencies can develop inclusive campaigns that resonate with the LGBT+ community.
3. Consumer Goods - Consumer goods companies can increase brand loyalty by showing support for the LGBT+ community through inclusive messaging and branding.
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