Mars Petcare shows LGBT+ support with new packaging

Dreamies will be temporarily updating seven million packs with the LGBT foundation logo, their helpline number and the Pride rainbow

Mars Petcare has unveiled a new pack design across its Dreamies  range to celebrate its support for the LGBT Foundation. 

As part of its commitment to the LGBT+ community and their mental health, the group has made a donation to the charity to go towards funding its helpline. To mark the occasion, Dreamies will be temporarily updating seven million packs with the LGBT foundation logo, their helpline number and the Pride rainbow. 

The LGBT Foundation has run for over 45 years, delivering advice, support and information services to lesbian, gay, bisexual and trans communities. Mars Petcare said it hopes the partnership will raise awareness, show support, and promote the need for equality. 

The promotional pack design launch will also coincide with National Mental Health Awareness Week from 10 May. According to Mars Petcare, evidence suggests that people identifying as LGBT+ are at higher risk of experiencing poor mental health. Its own research has shown that 71% of the LGBT+ community have a pet and over three quarters of LGBT+ owners find their pet helpful for their mental health, while over half chose to get their pet because they felt lonely or needed companionship. 

Helen Warren-Piper, general manager at Mars Petcare, said: “This is our first brand activation at Mars Petcare that specifically heroes and celebrates both inclusion and diversity. 

“We want to do all we can to show our support for the LGBT+ community – not just by providing better education to our associates and promoting inclusion within our own four walls, but also by supporting LGBT+ people externally through our marketing and advertising and the way we communicate to our consumers, many of whom are part of the LGBT+ community.”

She added: “According to people in the LGBT+ community are more likely to experience problems such as depression, self-harm, alcohol and drug abuse, and suicidal thoughts due to discrimination, homophobia or transphobia, social isolation, rejection, and difficult experiences of coming out. This has only been magnified by the isolating lockdowns we’ve experienced across the last year.” 

The launch will be supported by in-store POS across multiple shopper touchpoints, including as shoppers walk-in, disruptive POS at the end of aisles and within the petcare section, “enhancing the key messaging and bringing it front of mind”. 

Mars Petcare’s shopper research has already shown “positive perceptions” in relation to the new packaging, performing well for likeability and acceptance, particularly amongst younger consumers and those identifying as a member or ally of the LGBT+ community. 

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