MRS. MEYER’S FOR PETS
What if a ✨cleaning✨ brand could learn from the very pets we clean up after?
And how do you launch an entirely new sub-brand for a household name—and make it feel as joyful, warm, and scent-forward as the original?
That was at the heart of Mrs. Meyer’s new pet line—the brand’s first-ever foray into cleaning and grooming for pets and their people. What started with Scents designed with people and pets in mind evolved into a full-blown campaign. This simple line grounded the brand’s tone—positioning each product as a sensory experience meant to elevate both people and their four-legged friend’s moments. From there, the campaign platform emerged.
Lessons from Pets.
This tagline became an emotional lens and point of view: the chance to speak not just to pet parents, but through the voice of the pets themselves. My role was to bridge these two ideas and build a voice system that could flex across channels—blending brand storytelling, pet perspective, and product love into one seamless tone.
cleaning
On-pack copy
grooming
On-pack copy
With Scents designed with pets and people in mind as our anchor, I created a voice that could speak with the warmth and sensory charm of Mrs. Meyer’s—while expanding into a more emotional, lifestyle-driven space.
The campaign platform Lessons from Pets gave us an opportunity to infuse this voice with even more perspective and heart—often through the lens of the small, joyful lessons pets teach us. It was a chance to write in a tone that celebrated not just products, but life with pets—blending the everyday with a wink of wit and wisdom.
mrsmeyerscleanday Because good news shouldn’t sit or stay this long—find out what’s dropping tomorrow!