Company: Purina

Programs: Merchandise

Program Types: Consumer

Program Details: Owning a new pet can be an overwhelming experience for any consumer. Young families, in particular, often have many conflicting responsibilities and little time to spare. Purina focused on simplifying these responsibilities for the new pet owner by offering them a complete starter kit that contained everything they needed to care for their pet. Consumers were attracted to the Purina brand packages that featured two custom-designed food and water bowls as in-pack items. For a very reasonable price, consumers could purchase the kit that included a measuring cup for the pet food, a leash for dogs, a brush for cats, an appropriate pet toy, and a pet care book. This retailer specific program was executed nationally with Target stores. Promoted exclusively via the colorful packaging graphics and ad copy, the distinctive kits had prominent placement on shelves and end aisle displays.

Objective: Distinguish the Purina brand from its competitors.

Supplier: Milmour (Skokie, IL)

Results: The Purina Pet Starter Kits program successfully communicated the message that Purina is the expert in pet care. The starter kit encouraged trial by showcasing Purina pet food products, and clearly distinguished the Purina brand from its competitors. It was clear to consumers that for just a slightly higher cost than the typical pet food purchase, the starter kit offered exceptional added value. The kit¹s contents would have been much more expensive if purchased separately. And the kit made the purchase of these items convenient and easy.