Rebranding of the initiative for mixed-breed animal adoption
Postmen has undertaken the rebranding of the mixed-breed animal adoption initiative by the premium pet food brand for cats and dogs, CLUB 4 PAWS from Kormotech.
The initiative has moved to a new digital platform and changed its name from «Adopt pets of Ukraine» to «Look 4 Paws». The new name reflects a closer connection with the brand and strengthens the trust of potential pet owners.
The insight emerged during research – the team found that most adoption campaigns rely heavily on pity, while brands indirectly encourage adoption through support to shelters with food and finances. At the same time, 77% of Ukrainians believe that the biggest problem facing domestic animals is homelessness. Look 4 Paws has taken on the task of popularizing adoption by showcasing the uniqueness of animals as individual personalities, regardless of age or breed, through professional photo sessions and personas – for example, Sheriff Mia, rapper Orun, rock guitarist Blekki, curly Sue, and others.