Trending PR Campaigns
The Wolverine Stack for Dogs
Pawgen founder Michael Morelli brought the human peptide trend to pets, giving his ageing pit terrier Choo Choo the so-called “Wolverine stack” and calling him the “most measured dog alive”. The striking idea helped draw attention to a growing, largely unregulated practice of owners injecting dogs with experimental peptides—along with the serious questions veterinarians have about safety and evidence.
Why it worked: It fused a viral human biohacking meme (“Wolverine stack,” “most measured”) with vivid before/after pet anecdotes and expert safety pushback, creating timely controversy journalists could quantify and quote.
The lesson: Consider reframing a niche practice with a sticky meme-name and a measurable superlative, then pair gripping case studies with credible dissent for built-in tension.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| menshealth.com | Bodybuilders Use This Peptide to Build Muscle. So Why Are People Injecting It Into Their Dogs? | Wednesday 29th April, 2026 |
| businessinsider.com | People are giving their dogs peptides to boost their longevity | Saturday 26th September, 2026 |