• by Sarah Mahoney  @mahoney_sarah, June 14, 2023

Petco Health and Wellness is teaming up with Snoop Dogg for the latest “It’s What We’d Want If We Were Pets” campaign. In the new spot, the hip-hop legend contemplates life as a the human version of a very lucky dog. He then morphs into a sleek Doberman Pinscher. Fans of a certain age will recognize him as a doggelganger from the musician’s first video, 1993’s “Who Am I? (What’s My Name)?"

The San Diego-based retailer says the effort promotes the company’s value-priced products. And Snoop is also sharing a list of his favorites, including items from his own pet wear brand, Snoop Doggie Doggs.

Snoop has become Adland’s everyman, currently appearing in commercials for Skechers shoes, Corona beer, BIC lighters and Jack in the Box, to name a few. And that’s just fine with Petco, says Katie Nauman, the retailer’s chief marketing officer.

“When we set out to find a talent partner for this iteration, we wanted to be clever and have some fun with the concept,” she tells Marketing Daily via email. “But it had to be with someone more than just famous. Snoop is not only a beloved pet dad who actually shops at Petco and believes in doing right by our pets and treating them like family, but his universal and celebrated reputation as the D-O-double-G, Tha Dogfather himself, also made him the perfect fit.”

Already, she says the just-launched effort has generated strong sentiment and engagement, “which validates our choices and approach even further.”

Droga5, which also helped launch the original campaign in 2021, is the agency. Ads are running on TV, online video, digital, social, audio, and email, and within 1,300 of the retailer's 1,500 pet care centers. And there’s plenty of behind-the-scenes footage running on video.

Nauman says that while this version of the campaign continues to stress the chain’s commitment to treating pets as well as any other member of the family, “we wanted to extend the platform in a fresh new way at a time when we know value is top of mind for consumers, pet parents included.”

“We also wanted to get our message out there in a bigger and unexpected way.”

Items from Snoop’s Snoop Doggie Doggs line are scheduled for sale at Petco in August.