• Ad Age, Thursday, November 2, 2006 12:45 PM

Eukanuba, Procter & Gamble's 35-year-old specialty-store dog food, will roll out a new lineup next March that includes formulations for specific breeds of canines. Its new agency, Wieden & Kennedy, is preparing the way with a print campaign that carries the tagline "Feed the Breed." The new offerings include individualized foods for retrievers, German shepherds, dachshunds, boxers and Yorkshire terriers.

The core target for the new brand proposition will be the roughly 33% of dog-owning households that are highly loyal to a particular breed, often dating back through generations of their families. "These are folks who go to dinner parties and spend an hour talking about their dog," says Andrew Meurer, Eukanuba's marketing director. Such customers will be able to enter their dogs in an online beauty contest at BeautyoftheBreeds.com.

Read the whole story at Ad Age »