Launches $15 Million National Brand Campaign launched its first national
advertising campaign and said it will follow up later this week with a newly
designed Web site.

The $15 million advertising effort emphasizes’s “understanding
of the emotional bond that exists between people and their pets,” the company

The campaign was created by Black Rocket and includes six television
commercials, as well as radio and magazine ads. Debuting in New York and San
Francisco, the campaign will air on all of the major networks during prime
time, late night and early morning programming. will expand the
campaign into another eight markets later this month, and will advertise on a
number of national cable stations.

All of the ads end with the tag line, “Hey, we know,” highlighting’s understanding of the important role pets play in our lives.

The site redesign was developed jointly by and creative agency Eleven Inc.

The site features pictures,
profiles and advice from over 20 pet experts from around the country,
including American Animal Hospital Association (AAHA) accredited
veterinarians, behaviorists from prominent animal shelters, biologists, and
experienced department managers.

Black Rocket clients include Discover Online Brokerage, Yahoo!, Wired
Magazine & Eleven’s clients include Barclays Global Investors,, Crosslink Capital, Hewlett-Packard, Optiva Corp.,, Think3, Thomas Weisel Partners and Williams-Sonoma Inc.

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