P&G PetCare
Advanced nutritional care is about the chemistry. For every pet, there exists a breed-specific, life stage, and lifestyle formula that is scientifically proven to be effective. Understanding the nuances of science behind these diets is critical in communicating the brand's benefits that align with consumer feeding philosophies.
Iams
Keeping Love Strong
The caring & feeding of popular brands.
I've had the pleasure to help promote feeding programs for Iams, Eukanuba, California Natural, Evo, Innova and Iams Veterinary Formula. Strategic experience includes supporting independent pet stores, breeders, and the veterinary channel.
The science behind growing brand popularity in nutrition is about aligning consumer beliefs with nutritional values. Growing sales happens when we can articulate the true benefits in a simplistic manner.
EVO
The Ancestral Diet
The Eukanuba Effect
Eukanuba is high quality nutrition that appeals to pet passionate breeders, sporting dog parents and agility trainers; those who know and want to feed the best food possible.
Eukanuba offers high-quality protein for energy and ingredients proven to reduce tartar buildup by an average of 46%, OmegaCoat™ with optimal ratios of omega-6 and omega-3 fatty acids for promoting better health and mental abilities as well as a stronger immune system, and has natural fiber and prebiotic blend for healthy digestion.
It's extrordinay nutrition like this that helps our dogs look and perform their very best at any age. When your pet performs well, you experience the Eukanuba Effect.
Iams Veterinary Formula
Consumer Awareness
Iams Veterinary Formula
Many pet parents know the Iams brand, but are unaware that Iams offers specialized diets for when their loved ones are not feeling well. Building awareness is only a small part of increasing sales, because in the end we trust our doctor's recommendation for healing the ones we love.
Growing sales in this channel requires influencing a highly educated group of Veterinarians to recommend Iams Veterinary Formula as part of their healing protocal.
Supporting this important channel means producing a wide range of marketing content that advocates effectiveness, from consumer awareness videos to scientific papers that provide the efficacious assurances that drive recommedations.
Renal Plus Key Messaging
Challenge
Increased levels of nitrogen in the blood stream causes kidney failure. Some veterinarians believe the best way to nutritionally treat kidney disease is through the reduction of protein in the patient’s diet, a major contributor to the build-up of nitrogenous waste. However, the reduction of protein in a diet causes a faster deterioration of body condition.
Insight
Iams Veterinary Formula Renal Plus is a higher protein diet with a proprietary science called the Nitrogen Trap Fiber System that absorbs nitrogenous waste though the digestive system and eliminates it through the colon.Communication
Here are some of the core visuals and messaging developed for doctoral acceptance and consumer awareness.
