Animal food, veterinary and boarding services, breeders.
Purina Beneful, as the first new dry dog food brand in over ten years, had many hurdles to climb when it launched in June 2001. The dog food category was highly fragmented, mature and relatively flat. Beneful needed to quickly establish itself as the one brand that had emotional relevance to involved dog owners and which satisfied their dual needs for taste and nutrition. Within two years the Beneful campaign has exceeded every objective and Beneful has become the third most popular dog food formula (as measured in IRI) in the United States, without ever discounting or couponing.
Brand: Purina Beneful
Client: Nestl Purina PetCare Company
Agency: Fallon Worldwide
The pet food aisle is a marketing battlefield where consumers had been conditioned to buy on the price and palatability. Iams entry into grocery had to change the game and convince the pet loving population that a food could make their pet healthier, and their relationship with their four footed family member stronger. In order to meet the aggressive share goals, this one time "specialty store only brand" had to build significant brand awareness with a message powerful enough to get consumers to pay a substantial premium.
Client: Iams Company
Agency: Saatchi & Saatchi
Sock Puppet Thing
Pets.com supplies pet products, information and services online. Its challenge was to establish itself from scratch as a brand leader by building an emotional bond with consumers and increasing daily demand dollars by 400% within three months with less than $10MM. The strategy developed was based on the passions both the client and the pet owner have for their pets (who are loved like children). The resulting creative featured a "sock puppet" who quickly became a part of the popular culture and helped Pets.com overachieve on all fronts - daily demand dollars increased not by 400%, but by 3532%.