Pet Care

Animal food, veterinary and boarding services, breeders.

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2021 BRONZE

Meow Mix ReMix: A pop-cultured spin on an iconic jingle

Meow Mix, a once culturally ubiquitous brand was becoming a has-been. We set out to make Meow Mix famous again as the brand cats love by reinventing our iconic jingle to put us back in the cultural conversation and show cats of all tastes enjoy Meow Mix. Our campaign led to category-leading HH penetration at 25.8%, and set single-year sales records for our 45+ year-old brand.

Brand: Meow Mix
Client: The J.M. Smucker Company
Agency: PSOne
Language: English

2019 SILVER

Eukanuba brand launched a mass movement "My Dog is my coach" for an active lifestyle

After a long-term declining trend (> 30% annually), the super-premium petfood brand Eukanuba is relaunched with the new communication platform: "My Dog is My Coach" based on the idea of the active lifestyle of the dog and its owner. In 2018, Eukanuba broke the negative trend and reached a positive sales growth (kg): +11.5% vs. 2017. The brand expanded its geography and 2 times exceeded the planned media KPI. Sales of puppy food increased by 50%. The movement "My Dog is My Coach" also had an important social impact inspiring the owners for profound activities with dogs.

Brand: Eukanuba
Client: Ruscan JSC
Agency: DDB Russia/Tribal
Language: English, Russian

2019 BRONZE

Fresh Step Clean Paws

In a cat litter market plagued by overpromises, we had to persuade skeptical pet parents that Fresh Step's new product innovation, Clean Paws, was the first low-tracking litter solution that actually worked. To earn their trust, we found a unique creative vehicle to bring to life our product benefit, expressed through a 360-degree campaign that created emotional appeal as well as rational believability. With this idea, Fresh Step Clean Paws became the #1 new product in the litter category based on sales in 2018.

Brand: Fresh Step
Client: The Clorox Company
Agency: mcgarrybowen
Language: English