Relaunch of Eukanuba Brand Dog Food Enables Consumers to Feed the Breed(TM).Eukanuba to Deliver Customized Nutrition by Breed Type, Size, Health and Performance Needs; Multi-Platform Marketing Campaign Educates Consumers About Different Dog Needs DAYTON, Ohio Dayton is a city in southwestern Ohio, United States. It is the county seat and largest city of Montgomery County. As of the 2005 census estimate, the population of Dayton was 158,873. -- Eukanuba, a Procter & Gamble (NYSE NYSE See: New York Stock Exchange : PG) brand has unleashed a multi-platform marketing campaign to educate consumers about the unique nutritional needs of different dog breeds and sizes to help support the relaunch Relaunch can refer to several things:
Eukanuba formulas are made from our highest quality ingredients and formulated with an ideal combination of protein and fat for individual dogs. The new Eukanuba lineup will be the brand's most extensive, including: * NEW Eukanuba Breed Specific formulas * NEW Eukanuba Custom Care formulas * Eukanuba Breed Size formulas - available in Small Breed, Medium Breed and Large Breed * Eukanuba Premium Performance formulas * Eukanuba Natural Lamb & Rice formulas The full lineup will be available in pet specialty stores nationwide as of March 2007. Large breed size formulas will be the first product of the new line to roll out in December 2006. "Eukanuba has been and will continue to be the brand whose products offer consumers the most premium nutrition available," said Andrew Meurer, Eukanuba Marketing Director. "Eukanuba now has one of the most customized line-ups available in pet specialty stores. Consumers shop pet specialty stores to get a higher plane of nutrition for their breeds and now Eukanuba offers dog owners the greatest level of customized, canine nutrition." "Owners of purebred purebred progeny derived from at least several generations of animals of the same breed. purebred herds herds (or flocks) composed of purebred animals. Not necessarily registered animals. Distinct from crossbred herds. dogs demand nutrition customized to meet their breed's particular needs," continued Meurer. "The Boxer owner worries about heart health while the German Shepherd German shepherd, breed of large, muscular working dog perfected in Germany at the turn of the 20th cent. It stands about 25 in. (64 cm) high at the shoulder and weighs from 60 to 85 lb (27.2–38.5 kg). owner knows that the breed's digestive system is extra sensitive. They are looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. premium, trusted foods that help their breed reach their full potential. Eukanuba helps dog owners everywhere to 'Feed the Breed.' " To convey the brand's core message of providing customized nutrition to help dogs thrive, the marketing campaign establishes Eukanuba as the premium brand that knows and understands dog breeds. Communicating through the print and online media to which its consumers gravitate grav·i·tate intr.v. grav·i·tat·ed, grav·i·tat·ing, grav·i·tates 1. To move in response to the force of gravity. 2. To move downward. 3. , Eukanuba celebrates with consumers the uniqueness of each breed. "Like the Eukanuba consumer, the new campaign is impassioned and insightful," said Meurer. "The campaign celebrates the one-of-a-kind attributes of different breeds. We appreciate each breed's heritage, unique behaviors and attributes. Most important, we believe we provide the best nutrition to meet a breed's distinct nutritional needs." To create a campaign that piques consumer interest, targets dog owners where they are most receptive, and drives consumers to experience a deeper interaction with the brand, key marketing elements include: * Advertising - The print ad campaign was developed by Weiden + Kennedy. Shot by esteemed animal photographer, Tim Flach, the ads highlight the unique aspects of individual breeds, ranging from the folds of a Shar-Pei to the distinctive coat of a Rhodesian Ridgeback Rhodesian ridgeback, sometimes called the African lion hound, breed of large, muscular hound developed in South Africa in the 16th and 17th cent. It stands from 24 to 27 in. (61.0–68.6 cm) high at the shoulder and weighs between 65 and 75 lb (29.5–34. . The ads showcase Eukanuba as the brand that understands and brings out a dog's personal best, be it a prize-winning show dog, beloved household pet, or both. Consumer advertising will be supplemented by a campaign targeted at breeders by Northlich. * Online - The redesigned Eukanuba web site by IMC (Internet Mail Consortium, Santa Cruz, CA, www.imc.org) An industry trade association founded in 1996 by Paul Hoffman and Dave Crocker that promotes Internet e-mail standards and features. 2 provides enthusiastic dog owners the opportunity to further interact with the brand and other like-minded pet owners. Visitors are encouraged to sign-up for bimonthly bi·month·ly adj. 1. Happening every two months. 2. Happening twice a month; semimonthly. adv. 1. Once every two months. 2. Twice a month; semimonthly. n. pl. BREEDSmart[TM] Bulletins that include helpful information on nutrition, training and overall pet care as well as special offers. Site visitors can ask Eukanuba breed-related questions that online breed experts will answer. For further information, an online breed encyclopedia for dogs is available. * Public Relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most - An online and offline public relations campaign designed by Fleishman-Hillard International Communications will build brand buzz and drive trial and sales of the new Eukanuba brand. Designed as a yearlong campaign, initiatives include an interactive photo and video contest on www.eukanuba.com, an online consumer poll and magazine partnership with the New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Dog and Hollywood Dog magazines. * Packaging - Eukanuba's new packaging, created by Landor, focuses on creating strong, visually arresting packages that speak to Eukanuba's highest quality ingredients. The new packaging reflects the brand's great attention to detail and personal approach to customized nutrition. Each bag contains information on the history of the Eukanuba brand as well as detailed information on the ingredients offered in the customized blend. * In-Store Activity - Consumers will see a variety of unexpected displays and in-store marketing promotions from Integer integer: see number; number theory and Chase Design that use the images from the print advertising campaign. In addition, select stores have "Eukanuba Customized Nutrition Consultants" on hand to help educate consumers about the brand and suggest appropriate products for their dog. For more information about Eukanuba, visit http://www.eukanuba.com About P&G Pet Care and Eukanuba For nearly 60 years, Eukanuba, a Procter & Gamble (NYSE:PG) brand, has enhanced the well-being of dogs and cats by providing world-class quality foods and pet-care products. To learn more about Eukanuba[R] ,the Eukanuba Veterinary Diets line of canine and feline feline of, or pertaining to, members of the family Felidae. See also cat. feline agranulocytosis see feline panleukopenia (below). feline actinic dermatitis see solar dermatitis. therapeutic diets, Iams Dog & Cat Foods or general pet care and nutrition information, call Eukanuba at (800) 446-3075. You also can visit Eukanuba on the Web at https://www.eukanuba.com. About Procter & Gamble [ NYSE:PG ] Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers Pampers is a brand of disposable diaper (or nappy) marketed by Procter & Gamble worldwide. Product information Diapers Pampers Diapers come in sizes going all the way up to Size 7. [R], Tide[R], Ariel[R], Always[R], Whisper[R], Pantene[R], Mach3[R], Bounty[R], Dawn[R], Pringles[R], Folgers[R], Charmin[R], Downy down·y adj. down·i·er, down·i·est 1. Made of or covered with down. 2. a. Resembling down: downy white clouds. b. Quietly soothing; soft. Adj. [R], Lenor[R], Iams[R], Crest[R], Oral-B[R], Actonel[R], Duracell[R], Olay[R], Head & Shoulders[R], Wella, Gillette[R], and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion