‘Happy2O’ – the world’s first pet hydration system
The first Italian brand specializing in functional water for dogs and cats.
According to Happy2O, when they introduced the world’s first pet hydration system, they didn’t just follow the rules of the category – they rewrote them. While pet care has evolved into an emotion and a lifestyle, water has remained clinical and invisible. We have transformed it into a daily act of love.
Happy2O combines the universal formula of water (H₂O) with the global language of happiness. A simple, easy-to-understand neologism that shifts the focus from function to feeling – from pet health to owner joy.
The challenge? To make water desirable, avoid clinical pitfalls, and move away from tired “pet water” clichés. The strategy? Target emotion before function.
The result: the first functional drinking water for pets in Italy, presented as a joyful ritual and distributed throughout the country – from lifestyle campaigns to over 360 Arcaplanet stores – creating not only a product but also a new category.
Credits:
All images courtesy of FutureBrand.
