Shopper Marketing - November 2016 - 26


PROGRAMS

Purina Focuses on
Dogs' Brains
Pro Plan's partnership with Dognition educates dog
owners about cognitive health
By Neal Lorenzi

St. Louis - Nestle Purina Petcare had a goal:
to help dog owners gain a better understanding of their dogs' cognition and the important role nutrition plays in canine
brain health. It also wanted to
give dog owners the tools
they need to help support
physical and cognitive
health in their pets.
So the company partnered with Canines Inc.'s
Dognition to promote Purina Pro Plan Bright Mind dry
dog food formulas along with
Dognition's cognitive assessment
tool. The online Dognition platform offers science-based games that reveal the
unique way each dog sees the world. Pro Plan
Bright Mind dog food offers brain-supporting
nutrition for adult dogs.
The campaign, which launched in March
2016, runs until December. The target audience is huge. "There are 54 million households in the U.S. with a dog; that's approximately 87 million dogs, and an estimated 44%
of them are 7 years old [or older]," says Lisa
Pacatte, senior brand manager for Purina Pro
Plan. "Most dog owners are not aware that
26

y SHOPPER MARKETING NOVEMBER 2016

Retailers including Petco
were given exclusive time
windows to promote the
campaign.

dogs are considered 'senior' at age 7. That's
when the glucose metabolism in a dog's brain
begins to change."
Among the partnership initiatives, Pro Plan
and Dognition launched a co-branded landing page at Dognition.com/BrightMind that
serves as a hub for redemption of the free Dognition assessment code (a $19.00 value) that
comes with a Bright Mind purchase as well as
a resource for information on canine cognition and nutrition. The site also allows consumers to play Dognition cognitive games.
Pro Plan also leveraged Brian Hare, the


http://VisitDognition.com/BrigthMind http://www.dognition.com/bright-mind-terms http://www.Dognition.com/BrightMind

Table of Contents for the Digital Edition of Shopper Marketing - November 2016

Contents
Shopper Marketing - November 2016 - 1
Shopper Marketing - November 2016 - 2
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Shopper Marketing - November 2016 - Contents
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