Pet Care

Animal food, veterinary and boarding services, breeders.

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PROGRAM

1996 GRAND

Purina Dog Chow "Every Day"

This campaign represents a startlingly simple change in advertising strategy that propelled Purina Dow Chow to its first consistent volume growth in more than a decade. Consumer insights led us to conclude that Dog Chow's biggest opportunity for increased sales was increasing loyalty from its occasional users. The "Dog Chow Every Day" message challenged consumers' conventional wisdom: that their dogs wanted variety as much as we humans do. The resulting sales increases contributed to $35.6MM in incremental revenue.

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

1996 SILVER

Flea Free

The "Flea Free" campaign utilized a combination of unique animation and appealing dog photography to introduce PROGRAM to consumers as a dramatically different flea control method for dogs. The campaign dramatized the convenience strategy by contrasting the difficulties of existing flea control methods for both the pet and owner with how incredibly easy it is to administer PROGRAM. The primary goal of the campaign was to drive pet owners to the veterinary clinics to ask for PROGRAM. Specifically, to generate a 50% awareness of PROGRAM among dog owners and increase the veterinarian share of the flea control market from 15% to 25%.

Brand: Program
Client: Ciba Animal Health
Agency: Earle Palmer Brown
Language: English

1996 BRONZE

Bart and Pookie

The Scoop Away marketing campaign grew both the brand's market share and that of the clumping segment of the cat litter category while keeping better-funded brand names well behind. By leveraging its insight into the cat owner, Scoop Away continued to be the brand more clumping litter users turn to, especially those who are most concerned about how they care for their cats. Scoop Away now enjoys the highest dollar share of any cat litter brand in the category, setting the stage for increased trade support and continued consumer loyalty.

Brand: Scoop Away
Client: A&M Products, Inc.
Agency: McCann-Erickson New York
Language: English