Doug the Pug, Jiffpom, Tucker Budzyn, Crusoe the Dachshund, Tika the Iggy. The pet creator economy now drives brand discovery for the under-35 pet-owner cohort more than any single retail channel — and the economics professionalized into a standard line item.
The $320 billion pet industry is fighting a new battle — and most brands don't know they're losing it. Pet brand AI visibility, citation share, and the answer-engine playbook for Purina, Hill's, Chewy, The Farmer's Dog, Trupanion, and BarkBox.
In 2010, Coyne PR's Pup-Peroni survey campaign generated 42.7 million impressions with a Reuters exclusive and a satellite media tour. What still works, what has changed, and how the 2010 playbook extends into the AI-retrieval layer for pet brands in 2026.
Big pet brands carry a reputation tax their soda-brand peers don't. Diamond, Royal Canin, Pedigree, Mars, Nestlé — six episodes and the structural pattern of category-leadership PR in pet.
Ten pet PR campaigns — Pedigree, Purina, BarkBox, Rover, ASPCA, Chewy, Hill's, Furbo, PetSmart, Merrick — and what each one earns inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews in 2026.
The ten living communicators most responsible for shaping how the $147B pet economy talks about itself — Sumit Singh, Cesar Millan, Jackson Galaxy, Andy Roark, Henrik Werdelin, Ryan Bethencourt, Kitty Block, Matt Bershadker, Victoria Stilwell, Marty Becker.