People avoid the topic of aging — which may be why sales of Hill’s Science Diet senior foods were stagnant at 14%, despite 52% of households having a senior pet.  For pet parents, switching to a senior formula meant the beginning to the end. So, we were presented a challenge: how do we get pet parents to celebrate seniorhood instead of dreading it? In partnership with “The Internet’s Grandparents”, Retirement House, we produced a series of TikTok-led videos that proved senior people and pets can live BOLD, not OLD.