Product Detail Page Videos MARS Petcare Brands
CREATIVE DIRECTION
ART DIRECTIONOne drawback of e-commerce is that consumers can’t physically interact with items they’re buying and may miss out on considering other products from the brands they trust. However, a good product detail page (PDP) does exactly that — it provides the information users need to bridge the gap created by online shopping.
THE SOLUTION: Using existing branded assets, we created short videos for each of the MARS Petcare brands with the goal to drive awareness of portfolio offerings (dry & wet food, treats, etc.) and build baskets for the brand. The single video now lives on the PDP for each product within the brand across a number of online retail platforms.
Brand principles:
PLAYFUL: Spontaneous and full of smiles.
BOLD: Confident in our irresistibility.
LIGHTHEARTED: A spark of positivity
Overall Tone:
Engaging. Fun. Mischievous.
Music:
Active. Lively. Energetic.
Classic orchestral vaudeville.
Brand principles:
TRUSTED: Proven, reliable and effective.
QUALITY: Assurance of high standards.
NOURISHING: Wholesome and health-focused.
Overall Tone:
Nurturing. Earnest simplicity. Friendly honesty.
Music:
Acoustic Americana
Brand principles:
CARING: Unconditional love and commitment.
POSITIVE: Celebrating the joy of pet parenthood.
PRAGMATIC: Affordable, quality, and down-to-Earth.
Overall Tone:
Sincerity. Directness. Casual self assurance.
Music:
Bright, simple and lighthearted.
Relaxed shuffle.
Brand principles:
PURPOSEFUL: Tasty treats with benefits.
RECOMMENDED: Expert endorsements.
REPUTABLE: A well-known and trusted brand.
Overall Tone:
Straightforward. Friendly and casual.
Music:
Mellow, happy strumming ukulele.
Brand principles:
JOYFUL: Genuine moments.
CONNECTION : Between people and pets.
INDULGENT: Spoil them with the best.
Overall Tone:
Unabashed moments of friendship.
Music:
Lively and uplifting.
Unpretentious instrumentation.
Brand principles:
TAILORED: Custom recipes and benefits.
WELLNESS: Health-focused. Mindful.
RELIABLE: Confident accountability.
Overall Tone:
Intentional. Purposeful. Cheerful.
Music:
Simple, moderate and steady jazz beat.