Walmart is expanding its partnership with the American Society for the Prevention of Cruelty to Animals (ASPCA.) In addition to a line of ASPCA branded products featured in the Walmart pet department in 2008, the companies recently launched a co-branded Facebook page titled Lend A Paw and are sponsoring a Pet Fair in Miami on May 1, 2010.
MediaPost writes about the ASPCA’s promotional efforts including the Facebook page and partnerships with multiple pet product companies to promote April as National Prevention of Cruelty to Animals Month. Walmart’s move to associate itself with this well-known animal charity shows that the company takes the pet market seriously and is trying hard to position itself as a caring, pet-friendly company. This reminds me a bit of Warren G Harding’s promotion of his Airedale, Laddie Boy, as the First Dog, which helped deflect public attention from some of the more colorful aspects of his family life.