Description:

In today's global mass retail environment, consumers are faced with an overwhelming number of choices. This can make it difficult for brands to capture their attention, stand out in the crowd and occupy mental availability.

Enter BONKERS: A super fun, super bold and super pink pet treat brand that celebrates the uniquely weird and wonderful quirks of the pets we love.

In choosing our brand colour, we looked to colour psychology where hot pink is a symbol of joy, happiness and energy. Our pinker-than-pink custom shade needed to not only cut through the ‘sea of same’ on the pet shelf, but perfectly encapsulate the euphoric joy and playfulness the brand stands for.

BONKERS pink serves as the backdrop for our energetic cast of cats and dogs, fun flavor names (Paw Lickin’ Chicken, Seafood & Eat It!), tongue-in-cheek copy and vivid treat illustrations, which all orbit around our bold logo that virtually jumps off the pack. This eye-catching pink can be found across all touchpoints—including packaging, advertising, and in-store displays—creating distinctiveness and memorability.

The response to BONKERS has been overwhelming – by our six-month birthday we had launched into over 12,000 stores globally across 10 retail banners (and still growing!) and received over 12,000 5-star reviews. Our top SKUs in certain markets have been outselling major established brands and our global performance has resulted in BONKERS securing significant range expansion across all markets as the brand heads into year two.