Which One Won? A tagline that puts pets in their rightful place

Our pets are living their best lives. Pet owners in the U.S. spend nearly $100 billion annually on their furry friends. That’s a lot of kibble and chew toys, not to mention competition on pet store shelves.

A good product tagline cuts through the fluff (or fur). Who better to weigh in on a tagline for a pet health supplement than the people who buy them?

In this PickFu poll, the user presented four tagline options under the BestLife4Pets brand logo to an audience of 50 dog and cat owners.

Here are the taglines:

  • Option A: Because Your Pets Deserve The Best
  • Option B: They’re FAMILY
  • Option C: Helping pets be happy and healthy
  • Option D: They’re not pets. They’re Family

Can you guess which one won?

And the winner is…Option D — They’re not pets. They’re Family — with a final tally of 31 votes and a score of 62.

Option A came in second with a score of 38, followed by Options B and C. (In case you’re wondering, here’s how we count votes in a Ranked poll.) Let’s take a closer look at the results.

All in the family

They’re family. That phrase in Options B and D resonates because, well, according to respondents, it’s true.

“Pets are family, and I love that the brand states that fact,” one person wrote.

Interestingly, Options D and B were the favorites among respondents ages 45-54 and 55-64, respectively — the prime age range of empty-nesters who probably miss having human family members around the house.

What wouldn’t you do — or buy — for your pets?

So why did Option D end up the winner? To some, Option B (They’re FAMILY) sounded more generic; Option C (Helping pets be happy and healthy) got similar feedback. Respondents mostly agreed with Option A’s sentiment that pets deserve the best. Still, it wasn’t as “personal” as the others.

Ultimately, Option D did the best job of expressing how important pets are to their owners. BUT. It could be better, some respondents said.

This panelist said it best: “I like [Option] D best but I’d change it a little. I’d change it to ‘They’re not just pets. They’re family.’ It seems weird to have pets be in the name and right under it say they aren’t pets.”

Other highlights

  • 40% of male respondents preferred Option D
  • Female respondents were more evenly split between the four taglines: Option A (20%), Option B (25%), Option C (25%), Option D (30%)
  • Only 16.7% of respondents who earn more than $101,000 a year voted for Option A, Because Your Pets Deserve The Best
The results filtered by respondents’ income level.

What they said

“I liked [Option] D and how the tagline states that they are family. [Option] D sounds more welcoming and inviting while keeping my interest. [Option] C sounds too generic and could be used for anything to make it sound special.”

“I care about my animals more than most of my family. I chose [Option] D. I like this slogan as it is very correct to pet lovers.”

“I really like Option A, the tagline almost rhymes as well which makes it more memorable to me. Option B I think is the worst one out of the bunch. It just sounds too generic for me to pick.”

“Option C is straightforward without being too cutesy.”

Key takeaway

The family bond between pet and owner is powerful. Pet parents are passionate about their pets. And, as this PickFu poll shows, they’re willing to shell out for products that recognize this in their branding and marketing.

A good tagline not only catches our attention, it appeals to our emotions — in this case, puppy love.

Want to dive deeper?

See responses with the word family

See responses by gender (there were no non-binary respondents in this poll):

See responses by age group:

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Janet Rausa Fuller

Janet Rausa Fuller (she/her) is the content marketing manager at PickFu. She could live without dark chocolate, but she’d rather not.