Mimaskot was one of the first brands of dog food in the Peruvian market, being an alternative to what is used to feed pets, homemade food. Mimaskot worked toward educate consumers and awaken its category. Today, with a much more competitive market, there was the need to update and enhance the brand completely. Humanize and generate differentiators in respect to the competition, to then consolidate its leadership in the category.

The first step was to understand how our target behaved, people who have pets. We saw that today people who have a dog they put a nickname, bath, the wrap them in clothes and even make them wear costumes. More than a pet, now having a dog is like having a child, and as such consumers seeks giving them the best.

The dog food market in the country was behaving differently, giving priority to communicate technically the benefits and vitamins. This made the food seem more chemical than nutritive.