Our research revealed that strong narrative positioning within the cat litter market was not happening. Here was an opportunity to make Petech genuinely unique in its space. Aiming to resonate with a younger audience, we settled on the idea that "pet care is self-care." We crafted a narrative around the "end state" of Petech products and the product benefits rather than product benefits alone. While Petech litter clumps better, eliminates odours, and cuts down on dust, what resonates about the brand is the promise of " less stress, more snuggles." Petech litter doesn't just work—it's so good at what it does that it transforms your home into an oasis of rest and relaxation.

You can visit Petech online here. Did I mention I'm the copywriter, too? Enjoy!

Working internationally with the Petech team has been an incredible learning experience. From strategy meetings with distributors in Japan to live translation to coordinating Pantone matching with the printers in Shiang Hai. I often pinch myself and wonder how I got lucky working with this incredible international team.