The pet world has a particularity that changes the whole brief: the buyer is not the user. The video has to convince the owner, not entertain with the animal.

What actually convinces an Italian owner

  • That the animal accepts it on the first try. In food this is question number one, and it has to be shown uncut.
  • The composition read aloud, because in Italian pet food buyers read labels.
  • Size relative to the animal. A bed, a lead or a carrier in the wrong size becomes a return.
  • Durability. For toys, the doubt is always how long it lasts.
  • Convenience for the human: does it wash, does it go in the machine, does it fit in the car.

Why the animal must not perform

Content where the animal is visibly trained for the scene converts less. The audience sees the staging and stops believing the reaction, which was the only proof they were looking for. A dog that sniffs, hesitates and then eats is more effective than a dog diving into the bowl on cue.

The tone that works in Italy

The relationship with pets in Italy is familial and affectionate, but audiences are allergic to excessive anthropomorphism. Talking to the animal is fine, making it talk is not.

What to buy for a test

Three creators with animals of different sizes and temperaments. The owner of an elderly cat does not recognise themselves in a hyperactive puppy video, and most brands test only one situation.

The buying windows

Back to routine in September, Christmas with pet gifts, spring for parasite treatments and walks, summer for travel and carriers.

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Frequently asked questions

Who has to be convinced?

The owner, not the animal.

Should the first reaction be shown?

Yes, uncut.

Can the animal perform?

No, staging reduces credibility.

How many creators for a test?

Three, with different animals.