Petco is partnering with Snoop Dogg on a brand new animal care marketing campaign

Petco teams up with hip-hop icon Snoop Dogg for an innovative pet care campaign.

Courtesy of Petco

Petco has teamed up with hip-hop icon Snoop Dogg for a new pet care campaign, the company announced on Wednesday.

The collaboration includes Petco Picks by Snoop, which includes toys, treats and grooming items, and provides social content featuring behind-the-scenes footage of Snoop Dogg with pets, including his reflections on being a devoted dog owner, Petco said in a press release.

“My pets need to look good, feel good and smell good,” said Snoop Dogg.

The first ad in the campaign features Snoop Dogg in the human form of a Doberman Pinscher, a nod to the rapper’s hit Who Am I? (What’s My Name)” from 1993? from his debut album “Doggystyle”.

According to a survey by the American Pet Products Association, American pet owners spent approximately $136.8 billion on their furry friends in 2022, a 13.2% increase from the previous year.

“We recognize that pet owners want to get the most bang for their buck and are looking for great deals on quality products wherever they can,” said Katie Nauman, Petco’s chief marketing officer, in a press release.

“Americans continue to spend on pets even in times of financial hardship,” said Petco CEO Ron Coughlin last year.

According to the US Department of Labor, the cost of pet services, including veterinary care, rose 10.6% year over year in May. The cost of pet food rose 13.8% over the same period, the department said.

Petco’s shares are down about 9% year-to-date, lagging its peer Toughwhose shares are up about 6% so far this year.

Petco restarted its Vital Care membership program in March 2022 to become more competitive in the pet care market. The company said in an email that the program offers savings and additional benefits to consumers.