- Elaine Wong

NEW YORK Aiming to capitalize on the relationship between owners and dogs, Nestle's Purina PetCare this week launched a digital storybook application that allows consumers to upload and capture special moments with their pets.

Dubbed “Unforgettable Tail Digital Storybook,” the application, by MRM Worldwide, Minneapolis, debuted on the Chef Michael’s Web site (a unit of Purina). On the site, consumers can create a personalized storybook using words, photos and music. The app can be installed as a screensaver. Purina is also planning to extend the application for use on blogs and social networks.

“'Digital Storybook' allows dog owners to take their offline stories online, which serves as a lasting tribute to their special relationship with their dogs,” said Chef Michael’s assistant brand manager Shaun Belongie in a statement.

The brand launched a wet meal version of its dog food in January, and, this month, followed with dry dinners. There is also a TV campaign from Fallon currently running to raise awareness of the brand.


Nielsen Business Media