Pet Subscription Brand Maximizes Subscriptions and Revenue

The brand relied on a single “hero” claim despite mixed evidence it drove initial purchase, faced uncertainty about which ingredient/naturality claims truly motivated subscribers, and risked raising costs through premium claims that might not increase trial or willingness to pay.

The client also needed to balance revenue growth versus margin expansion and respond to competitive pressure from other premium subscription brands.

What was at stake: the client needed clarity on messaging and pricing to accelerate subscription growth, avoid eroding brand equity or loyalty, minimize “would not buy at any price” rejections, and optimize revenue and long‑term profitability.

The solution needed to quantify willingness to pay and revenue/profit trade‑offs and produce concrete guardrails for evolving claims and pricing.

1. Online survey with current subscribers using Max-Diff
2. Online survey with prospects using Gabor-Granger
3. Structured claims testing
4. Competitive choice modeling

The study established clear guardrails for evolving claims and pricing without compromising brand equity. It clarified which levers most influence subscription conversion and willingness to pay, quantified revenue and profit trade‑offs across scenarios, and provided the client with a confident path forward for sustainable subscription growth.