This wasn’t a classic product challenge — it was a meaning crisis. Lill’s risked blending in with a category where everyone was saying the same thing, the same way.
The premium pet market has evolved into an overcrowded and emotionally uniform space. Nearly all competitors rely on the same emotional appeals — highlighting love, care, and companionship — paired with rational claims like "organic," "eco-friendly," or "clean." In this environment, Lill’s original strength — its strong commitment to sustainability — risks becoming nothing more than a hygiene factor. No longer a point of true differentiation, it simply blends into the expected. What Lill’s needed wasn’t more messaging, but a profound emotional elevation — a way to stand apart not just in what it says, but in how it makes people feel. The challenge was to shift from being another eco-conscious brand to becoming a lifestyle movement that inspires identity, pride, and connection.
To position Lill’s for the next level, we worked with Agency H1gh on a strategic and creative co-creation model.
Using our proprietary Emotional Mining AI, we uncovered the emotional triggers that shape the daily behaviors of dog owners. Through the lens of Jobs To Be Done, we surfaced two core Brand Jobs that Lill’s needed to serve. These insights led to a new approach to segmentation: instead of static personas, we built dynamic, causality-based Characters, each tied to real life situations and emotional states. This map became the foundation for tone, narrative, and experience design. The strategic idea: Pet parents don’t just care for their dogs—they define themselves through it. Every leash, snack, or morning walk becomes a signal. Lill’s is the brand that enables them to express love, responsibility, and style through everyday choices. This came to life in the campaign thought: “Show What You’re Made Of.” A rallying cry that repositions care as a conscious act—and identity as something expressed through every interaction with a dog.
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(2016-25©)
