Pet owners’ willingness to splurge on their furry friends has prompted a surge in sales of pet-related products, including high-end dog food and new additions like pet probiotics. But brands like Dog Chow, which are seen as lower quality, don’t have the same appeal to pet owners who increasingly treat their canine pals like members of the family.
Purina’s parent company has moved to consolidate its advertising business — that’s where you come in. In this hypothetical example, the company is looking for a new agency to develop a year-long, nationwide campaign in the United States starting as early as January 2020. The goal of this campaign will be to create a cohesive brand identity across the country for dry dog food from Dog Chow to reach an audience you identify.
Your campaign must:
- Improve existing perceptions of Dog Chow.
- Expand awareness of the brand’s qualities.
- Promote one cohesive brand identity that can be applied across all national platforms.
- Maintain the brand’s loyal fan base while inviting others to learn about the brand.
- Consider and attempt to address issues related to the evolving pet industry.