ROYAL CANIN 🐶🐱

How I contributed

I was the lead copywriter behind the launch of Royal Canin’s new multi-function pet food formula. My goal was to carve out a unique identity for this innovative product, ensuring it stood out in a crowded market and resonated with both veterinarians and pet owners.

Crafting the magic

To position Royal Canin's new formula as the go-to solution for pets with multiple health needs, I crafted a compelling launch manifesto that highlighted the brand's long-standing commitment to pet health. I extended this messaging across print ads, product descriptions, and specialized materials for veterinarians, including visual aids and conference collateral. Every word was chosen to communicate the formula’s unique benefits and the brand’s dedication to precision nutrition.

How it paid off

The launch was a success, establishing Royal Canin’s multi-function formula as a trusted choice for managing multiple pet health conditions. The targeted messaging and cohesive campaign helped reinforce Royal Canin’s position as a leader in veterinary nutrition, driving engagement and adoption among veterinarians and pet owners alike.

Rolling with the punches

Throughout the project, I adapted the messaging to suit different audiences—from pet owners to veterinary professionals—ensuring consistency while tailoring the tone to resonate with each group. This flexibility allowed us to maintain a strong brand identity across all touch points while effectively addressing the needs and concerns of our diverse audience.