Case Study: Purina
Purina Animal Food Company
They, like many other companies, have put a large amount of effort into commercials. With TV commercials loosing ground (fast-forwarding through them, streaming, etc.), companies have had to find new ways to gain the attention of consumers. With streaming services like YouTube growing rapidly, it seems only logical to make a commercial on that platform. How to do this and not be "skipped" was the challenge. So Purina teamed up with Buzzfeed (an ever growing YouTube/online company) to make clever commercials such as; Puppyhood, Dear Kitten, and my favorite, Anxious Puppy. For a company that has been in business since 1894, and a leading dog food brand since 1958, they would be expected to be a leader in new marketing ideas to keep up with the ever changing consumer environment.
As a dog owner/ lover, I think these are such an amazing idea. So clever and funny while still promoting their product. Adapting to the upcoming generations is the only way for the company to stay relevant. Teaming up with another company can be risky, but choosing one that specializes in your target market was a good move. I also think it was a good idea to branch out to other species than just dogs (Dear Kitten), and Id like to see this continued. As a horse owner I would like to see a horse one made, but I also realize this may not be an ideal branch to target in this way.
Does anyone think this approach could backfire?
Is this an ad you would actual watch, or just another skip?
https://www.youtube.com/watch?v=e14xmWKFgEc
They, like many other companies, have put a large amount of effort into commercials. With TV commercials loosing ground (fast-forwarding through them, streaming, etc.), companies have had to find new ways to gain the attention of consumers. With streaming services like YouTube growing rapidly, it seems only logical to make a commercial on that platform. How to do this and not be "skipped" was the challenge. So Purina teamed up with Buzzfeed (an ever growing YouTube/online company) to make clever commercials such as; Puppyhood, Dear Kitten, and my favorite, Anxious Puppy. For a company that has been in business since 1894, and a leading dog food brand since 1958, they would be expected to be a leader in new marketing ideas to keep up with the ever changing consumer environment.
As a dog owner/ lover, I think these are such an amazing idea. So clever and funny while still promoting their product. Adapting to the upcoming generations is the only way for the company to stay relevant. Teaming up with another company can be risky, but choosing one that specializes in your target market was a good move. I also think it was a good idea to branch out to other species than just dogs (Dear Kitten), and Id like to see this continued. As a horse owner I would like to see a horse one made, but I also realize this may not be an ideal branch to target in this way.
Does anyone think this approach could backfire?
Is this an ad you would actual watch, or just another skip?
https://www.youtube.com/watch?v=e14xmWKFgEc
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