No Pet Beauty Standard

Kaniva, No Pet Beauty Standard

The first moment to redefine beauty standards in the pet food industry.

Pet food brands have long followed a norm when choosing dogs and cats as presenters, from those featured on packaging to those used in brand communications. Their breed, facial features, coat, color, and body shape must strictly conform to breed standards. Global or local, every brand follows the same norm.

But the truth is, most cats and dogs in Thailand don't fit traditional breed standards. Crossed eyes, kinked tails, bald spots, disabilities, fox-like faces, chubby faces, tortoiseshell patterns, mixed-breed, stubby or leggy legs, overbites, and chonky or lanky builds. Yet, pet parents still love and care for them like their own children.

Kaniva, a pet food brand driven by the belief "Because Pets Matter," We chose not to follow the market norm.

Instead, we choose to celebrate cats and dogs that don't fit traditional beauty standards and challenge how beauty is defined in the pet food industry.

Kaniva create "No Pet Beauty Standard" Introducing a never-before-seen lineup of pet presenters

Cross-eyed cats, cats with bald spots, cats with kinked tails, cats with disabilities, buck-toothed dogs, and mixed-breed dogs.

We unveiled our new pet presenters on billboards, sparking massive online excitement.

Social media was instantly flooded with conversations about beauty standards for cats and dogs.

We brought the idea to life through a heartwarming film of pet parents talking to their pets.

Reminding them that even if they don't meet beauty standards, it doesn't matter. Because in their parents' eyes, they are the cutest in the world.

But we didn't stop there.

We created real product packaging featuring our new pet presenters, available online and in pet shops.

The response was overwhelming. The first lot sold out in just 3 days.

We took it further by inviting cats and dogs across Thailand to become our presenters.

Turning over 10,000 pets into Kaniva presenters.

To prove that every dog and cat is lovable enough for us to confidently make them presenters for our brand.

Kaniva No Pet Beauty Standard sparked an unprecedented conversation about beauty standards for cats and dogs.

Pet lovers across Thailand embraced the idea and joined us in challenging these norms.

The campaign proved that even pets that don't meet beauty standards can drive real sales for a brand.

But the greatest impact was inspiring a more inclusive mindset across the pet food industry.