The 136th Westminster Kennel Club All-Breed Dog Show served as the medium by which Purina Pro Plan launched their new integrated marketing campaign dubbed “Inside Every Good Dog is a Great Dog.” The creation of advertising agency Leo Burnett and Arc Worldwide, the marketing campaign is multifaceted, including social, mobile, television, and out-of-home components.
An application is available for users to upload photos of their own dogs to the Purina Pro Plan television spot and share on their Facebook page.
A television commercial titled “Great” also aired throughout the dog show broadcast on the USA Network on February 13 and 14, 2012. During the commercial, singer and songwriter Tony Rogers sings to a song of the same name (“Great”). Dog lovers could log on to ProPlan’s “Great” section of their website and learn about dog breeds and their history.
Purina Portfolio Director of Specialty, Breeder and Pet Acquisition Candy Caciolo shared, “We believe in unleashing greatness in every dog. Our campaign clearly conveys this message and champions our premium Purina Pro Plan brand as a key ingredient for pet owners to uncover greatness in their dogs.”
For more about Nestle Purina ProPlan, visit their official website at http://www.ProPlan.com/great.