Brandweek featured an article discussing Iam’s integrated campaign for its ProActive pet foods containing prebiotics. The food has specific ingredients that stimulate the growth of beneficial bacteria in the gut, and should be distinguished from probiotic compounds like yogurt which contain beneficial bacteria, which would not live through the processing required to manufacture dry dog food.
Iams enlisted two spokes animals, one canine, one feline to promote their prebiotic foods. The dog, a Bulldog named Munch, has a Facebook page which has attracted over 1200 fans. All of the ProActive health products carry a distinctive swirled symbol on the packaging, which is carried over into point of purchase and print displays. ProActive’s marketing uses he theme line “I am beautiful inside” which was used across online, point of purchase, and television advertising.
These products show the increasing interest in nutraceuticals in human nutrition, which has spilled over into the nutritional interests for our pets. I found the Iams website very carefully worded in its description of the benefits of these products, avoiding any outright health claims.