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Collagenie | A Love Letter to Pet Wellness

Service

Communications Event

To launch Collagenie — the world’s first premium certified organic collagen peptides for pets — into the Australian market, The Concierge Agency conceptualised and delivered a brand activation that felt less like a launch and more like a love letter to pets and their people.

The Concierge Agency took over Harry’s Bondi for a morning, transforming the sun-drenched Wairoa Ave café into the Collagenie Wellness Lounge. Branded from rooftop to footpath, staffed by lab-coated wellness experts and designed to the last detail, the space brought Collagenie’s ‘Where Science Meets Magic’ positioning to life in a way that felt completely at home on Bondi’s most-walked street.

Pets were the stars. A Pup Cup Cart served custom smoothie bowls — topped with Collagenie and peanut butter — while Dr. Kate moved through the space as brand ambassador, meeting pets and their owners and bringing genuine warmth and credibility to the day. A pop-up portrait studio captured professional pet and owner portraits, printed on-the-spot as polaroids, with a digital gallery link texted to every participant afterward. Chrome lab bag goodie bags — packed with test tube samples, custom Collagenie biscuits and an exclusive discount code — ensured everyone left with something worth talking about.

Top-down lab desk with collagen packaging, a purple collagen ball, test tubes, and Polaroid photos of people and a dog

Results

400

Guests

150,000

Organic Social Coverage

3,000

Unique Engagement on Socials
Woman holding a small fluffy Pomeranian near a cup labeled 'COLLAGENIE' showing off a pet-friendly product moment.

Approach

TCA’s approach centred on authentic brand entry — creating a debut that felt earned rather than announced.

Bondi was a deliberate choice. As one of Sydney’s most culturally visible and pet-friendly precincts, Harry’s Bondi offered the kind of high-footfall, lifestyle-forward environment that allowed Collagenie to meet its audience exactly where they already were. The activation didn’t ask people to seek it out — it simply became the most interesting thing on Wairoa Ave that morning.

Every element was engineered for organic momentum: the portrait studio gave people a reason to stop, stay and share; the Pup Cup Bar made the product tangible and joyful; Dr. Kate’s presence gave the science real authority. Rather than broadcasting a message, the strategy prioritised experience — letting the product speak for itself in a context that felt entirely natural.

The result was a launch that gave Collagenie genuine cultural footing from day one, proving that the strongest brand debuts don’t announce themselves — they invite people in.

Woman smiling while holding a small white dog that smells a purple paw-shaped cookie against a lavender background, showing affection to the pet.
Two women in a clinical setting discuss a small black dog on a grooming table, with dog supplies on shelves behind them.
Two women pose with a small dog, holding a photo in front of a light purple envelope.
Two hands clinking green smoothie bottles labeled Collagen against a bright blue sky in the background.
Rack of clear test tubes labeled 'COLLAGEN' in a metal holder on a lab bench, with a large bowl of purple tennis balls in the background.
Woman in a black leather jacket, jeans, white tee and sunglasses posing with a corgi wearing a knit sweater in a studio setting.
Small black dog in a neon yellow scarf and cream geometric sweater, sitting on pavement in front of a purple backdrop, on a leash.
Three women smile and hold fluffy poodles dressed in sweaters at a pet event.
Two white cups with lavender Collagenie labels are held in an arm wearing a pink shirt, sunlit.
Small dog on a pink leash excitedly approaches a person with a wellness lounge brochure and purple toy.
Close-up of a black-and-white dog licking a white cup labeled 'COLLAGENIE' held by a person's hand.
Two women kneel beside a black-and-white dog against a lavender backdrop, smiling at the camera.

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