MOONSHINE.

Challenge

Most pet insurance messaging focuses on love, care, and worst-case scenarios. Lemonade needed a way to stand out in an emotional category filled with similar stories.

Insight

People don't ignore pet insurance because they don't care. They ignore it because they associate risk with rare, dramatic events that feel unlikely to happen.

Solution

We reframed the conversation around small, everyday moments that seem harmless until they suddenly aren't.

Outcome

A sharper, more relatable story that made pet insurance feel less like emotional protection and more like common sense.