ADVANCE
HOME GROWN INTELLIGENCE
CLIENT
MARS
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
The pet care category shifted toward more humanistic food and ingredients, along with the disruption from new boutique brands, meaning Advance was losing its status as a local science brand.
THE SOLVE
By leveraging the science-backed formulas, we reignited Advance’s pioneering spirit and leadership in the pet care category, using the Australian flag blue and heroing the Aussie Shepherd, putting Australian science at the heart of the brand.
#2
in Puppy and Kitten, Advance is now the second largest brand.
#3
within 12 months of launch, Advance went from the #6 to #3 brand within the Pet Specialty channel.
SOURCE: Brand Manager, Premium Specialty Pet Food, Mars. August 2023.
