Pet Care

Animal food, veterinary and boarding services, breeders.

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2000 GOLD

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%.

Brand: Pets.com
Client: Pets.com
Agency: TBWA\Chiat\Day
Language: English

2000 BRONZE

Gimmick

Tidy Cats, No. 1 in litter, was under performing in the largest, growing and most profitable category. To keep growing the brand was radically repositioned - as the cat litter specially formulated for multiple cats, capitalizing on the size and volume of the multiple cat-owning segment of the market (50% that account for 70% of sales). The advertising communicated the repositioning quickly, effectively and convincingly, protecting Tidy Cats from competitor encroachment and helped it to achieve the No. 1 position in scooping litter.

Brand: Tidy Cats
Client: Nestl Purina PetCare Company
Agency: Berlin Cameron & Partners
Language: English

1999 GOLD

Incredible Dog Food. Incredible Dogs.

Facing a category in which consumers were becoming more nutritionally sophisticated, Purina Dog Chow was losing both share and relevance. As Dog Chow headed into 1998, the brand was facing intense competitive pressure from higher-priced and highly-recommended Super-Premium brands, resulting in dramatic sales declines. Dog Chow was reformulated to regain momentum in this new marketplace. In just three months, the launch of Dog Chow Nutritional Excellence Formula positioned the brand to compete in this new nutritionally -minded landscape, blunting the growth of its strongest competitor and reclaiming lost share worth nearly $30MM.

Brand: Purina Dog Chow
Client: Nestl Purina PetCare Company
Agency: Fallon McElligott
Language: English