Mars Petcare US’ Eukanuba brand is launching a campaign playing up the company’s dedication to creating food that gives dogs a long and healthy life.
The fully integrated campaign, which launched May 19, includes a TV spot, print advertising, a redesigned Web site and updated product packaging. DDB New York handled TV and print, while Tribal handled digital.
Creative is fueled by the brand’s Long Life Study, which was conducted over a 10-year span with dozens of Labrador Retrievers who were fed Eukanuba. Ninety percent of the dogs in the study lived beyond 12 years, the typical lifespan of a Labrador Retriever and 28% of participating dogs lived exceptionally long lives, meaning that at least 30% longer than their typical lifespan.
This includes five of the dogs highlighted in the new advertising — Utah (at age 17), Iowa (at age 17), Georgia (at age 17), Bunny (at age 16) and Clown (at age 16).
The study began while Eukanuba was owned by Procter & Gamble Co. before its acquisition along with Iams by Mars a year ago.
Every ingredient in the brand’s food has a specific purpose to promote health and vitality to help ensure dogs look and feel their best at every age, says Javier Neves, Eukauba brand director.
“While many factors go into helping a dog live a healthy and happy long life, the Eukanuba team is dedicated to providing exceptional nutrition, and we’re committed to continue our studies to show we can help dogs throughout their entire lifetime,” Neves tells Marketing Daily. “The campaign is aimed at pet parents who, like Eukanuba, are also dedicated to providing the most astounding lives for their dogs.”
The attributes of Eukanuba products focus on dental health, healthy skin and coat, strong joints and bones, strong immune system and healthy digestion.
“Behind every good piece of communication is a great story, and at Eukanuba we are very privileged to have the opportunity to celebrate the life stories of the extraordinary dogs who were part of our long life study,” Neves says. “We would like every dog to have such a life.”