Maxime together with Pilmico’s other pet retail brands, Tommy and Woofy joined its first-ever Pet Summit Philippines Trade Show, one of the country’s largest pet-related events, last May 21 and 22, 2022 in Ayala Malls Manila Bay. During the event, fur parents and their fur babies enjoyed fun-filled activities in Maxime’s booth, such as the mini playground, caricature station, and photo booth.

Dogs and cats showed off their tricks, intelligence, and skills in the different obstacle courses and challenges in the mini playground. The most popular booths fur parents were drawn to were the caricature and photo booths where they had their pets drawn or had their photos taken as their souvenirs from the event. Aside from these activities, participants also received sample products from Maxime.

Blessie Zarzuela, National Sales Manager of Maxime, shares her excitement for the brand as a newcomer in the Pet Summit. “We are truly excited to join this year’s Pet Summit for the first time. We have been waiting for a long time to touch base with our consumers, and I believe that this is the best opportunity to get to know them on a more personal level. The pandemic has really tied us in terms of activities; that’s why we prepared activities for the pet owners in our booth, including some discounts and premium items for every purchase,” she shared.

Maxime also held a free 15-minute Reiki session in the event to promote a stronger bond between pets and their owners, led by Reiki Healer Kris Calim. A Reiki is an ancient Japanese healing practice that involves channeling one’s energy to another. In this case, Reiki is done between pets and their owners to create a stronger bond and to boost their immune system.

Fur parents can expect to see Maxime in more pet-related events throughout the year. “Maxime is looking forward to similar activities like the Pet Summit within the year so we can share to fur parents how it is to live the best life together with their pets,” said Blessie Zarzuela.

Frequently Asked Questions

What is the Pet Summit Philippines and what was significant about Maxime’s participation in 2022?
The Pet Summit Philippines Trade Show is one of the country’s largest annual pet-related events, gathering pet brands, owners, and their animals in a shared celebration of pet culture. The 2022 edition was held on May 21 and 22 at Ayala Malls Manila Bay. For Maxime, it marked a significant milestone: the brand’s first-ever participation in the event, alongside sister brands Tommy and Woofy under the Pilmico family. The event represented Maxime’s first large-scale in-person touchpoint with its consumer base following the limitations of the pandemic period.

What activities did Maxime offer at its Pet Summit 2022 booth?
Maxime’s booth featured several interactive experiences designed to celebrate the bond between pets and their owners. A mini playground with obstacle courses and challenges allowed dogs and cats to demonstrate their agility, intelligence, and training. A caricature station provided personalized pet portraits as souvenirs, while a photo booth allowed pet owners to capture memories from the event. Sample products were also distributed to participating attendees. The combination of activities was designed to make the booth a destination experience rather than a simple product display.

What is Reiki and why did Maxime incorporate it into the Pet Summit event?
Reiki is an ancient Japanese energy healing practice based on the principle of channeling energy between individuals to promote balance and wellbeing. At the Pet Summit, Maxime engaged certified Reiki Healer Kris Calim to conduct free 15-minute pet Reiki sessions for attending fur parents and their animals. The sessions were positioned as a tool for deepening the emotional bond between pets and their owners and supporting immune system wellbeing. The activity aligned with Maxime’s broader brand ethos of encouraging meaningful, active relationships between pet owners and their companions.

What was the business significance of the Pet Summit participation for Maxime as a brand?
For Maxime, the event was an opportunity to establish direct consumer relationships that had been difficult to build through online channels alone. National Sales Manager Blessie Zarzuela described the event as the best opportunity to get to know consumers on a more personal level. The participation also served to reintroduce the brand’s full product range to a live audience through demonstrations, sampling, and real-time conversations — a form of brand-building that digital marketing cannot fully replicate and that had been unavailable during pandemic restrictions.

What does Maxime’s presence at community pet events say about its broader brand values?
By investing in experiential activations at community-level pet events rather than relying solely on retail and e-commerce, Maxime signals that its positioning as a “Partner in Pethood” extends beyond the product itself. The choice to offer activities centered on the pet-owner relationship — Reiki sessions, obstacle courses, portraits — rather than pure product promotion reinforces a brand identity built around the quality of life shared between pets and their people. Participation in events like the Pet Summit is consistent with that positioning in a tangible, observable way.