Demand generation among end consumers for pet products was achieved through the brand’s active social position — in particular, its support for animal shelters — and consistent management of social media channels. As part of the repositioning efforts, a rebranding was carried out, and a new product format — pouch packaging — was introduced to the market. Years of targeted communication in social media contributed to the expansion of the customer base and the brand’s geographical presence — from a few cities to nationwide coverage.