Un-shared Value Proposition

As marketers, we generally work hard to align the values of our brands and our consumers. But Eternal Earth-Bound Pets has a really intriguing example of a business proposition that works specifically because of un-shared values: this company of verified atheists (but animal lovers nevertheless) will take responsibility for caring for the pets of true believers who have departed the earth in the rapture (currently scheduled for Saturday May 21).

I love their tagline: The next best thing to pet salvation in a Post Rapture World

And from their FAQs…
Q: How do you ensure your representatives won’t be Raptured.
A: Actually, we don’t ensure it, they do.  Each of our representatives has stated to us in writing that they are atheists, do not believe in God / Jesus, and that they have blasphemed in accordance with Mark 3:29, negating any chance of salvation.