Petco Launches $15M Campaign, Company Transformation Effort

After years of being the place "where the pets go" and subsequently "where the healthy pets go," Petco is updating its tagline and embarking on a company transformation intended to make it a destination that's about more than just products and services. The new tagline, "The Power of Together," is meant to highlight the human-animal bond. Or more simply put: "There's a desire to see pets as part of the family," said Elizabeth Charles, Petco's chief marketing officer. "They're no longer in the backyard, they're up in the bedroom."