Purina

The Challenge
Purina Fortiflora is a gastro-intestinal treatment that prevents dogs and cats having diarrhoea. Not the sexiest product or the sexiest market. What’s more, Purina is a challenger brand within the Veterinary market to the likes of Royal Canin and Hills and as a result the vet channel does not think of Purina as the obvious choice for nutrition. Purina Veterinary Diets launched Foriflora in early 2010 but found it wasn’t very successful and so they were looking for a new launch campaign.

The Solution
We felt it was important to give Purina a strong tone of voice in order for the brand to gain a foothold in this closed market, but the category demands that you feature cats and dogs so we needed to find a unique twist.

Through working with Vets and Veterinary nurses we unearthed an insight that although they need strong scientific and medical evidence, like everyone else they respond to humour and straightforward simple ideas. Our solution was to be straight-talking, cut to the chase and feature the part of the animal we were talking about. Every ad features the rear end of the animal with the campaign tag line ‘The business end of pet nutrition’. This gave the campaign a distinctive visual language, a strong personality and an all important wit that is missing in this category. Creative included press advertising, posters, direct mail, exhibition stands and a microsite; no-messing.co.uk

Results
It’s still very early days for the campaign, however feedback within the market has been very good with Vets and Breeders noticing the advertising and actively asking the Purina representatives for more information and ordering the product online. They also achieved more leads than usual at their recent exhibition stand which led with our campaign creative and messaging. Sales results are yet to be provided by the client.