The Challenge
Digestion woes are the #1 reason pet parents look for a new pet food brand. IAMS' new PROACTIVE 5 formula can deliver optimal digestion (aka perfect poops) in just 10 days—quicker than major competitors. As part of the launch of PROACTIVE 5, IAMS wanted more pet parents to be aware of IAMS' digestion claim with the long-term aim of eventually winning more switchers unhappy with less than perfect poops.
The Solution
When it comes to their pet’s digestion, pet parents look for one thing: a smooth and timely delivery every day. So, IAMS showed up in the place where anxiety for a smooth and timely delivery is most acute. We took over baggage carousels to remind travelers that IAMS is able to provide the smooth delivery we all hope for. We worked with Instagram and TikTok icon Brodie the golden doodle to be the ‘face’ of the campaign, teasing his followers that IAMS had booked him for an exciting new endorsement before revealing an entirely different side to their favorite pooch…his butt.
