Kristy Iperlaan, SVP of Business Innovation at Tracy-Locke, posted on LinkedIn today:
“Chewy just named their latest commercial “Changes.” Believe them.
“The new spot, “For every change, there’s Chewy,” is built entirely on life transitions: the new house, the dog family bringing home a cat, the baby on the way…and my strategy brain loves it.
“If you’ve spent time like I have inside the big petcare businesses, you recognized the strategy before the logo hit. P&G called it POME, point of market entry. Mars calls them CEPs, category entry points. Different acronyms, same truth: the moment of change is the moment of choice.
“And petcare category knows these are its biggest bones to fetch: the most valuable purchase decisions in pet are the ones that stop being made. One choice converts a household into a subscription, then disappears from the radar and becomes an autoship reminder. Brands here aren’t built to win weekly trips. They’re built to win windows: new pet, new home, formula change, recall.
“What’s even more interesting is that Chewy isn’t just romancing those windows on TV. Chewy Ads, where about half of engaged shoppers now see new-to-them brands (per Modern Retail), monetizes them on-site. The emotional moment and the media moment, same company.
“So the question worth chewing on (pun intended): do you know your brand’s switching windows? And when one opens, are you there on purpose, or by accident?”
