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Topic: Purina

Why Purina Went Digital-First With Its Grammy TV Commercial

Corgi rap won over YouTube last year

When Purina decided to air a TV commercial during last week's Grammy Awards, the brand leaned on data from a buzzy digital spot that debuted last year. In 2014, Purina and…

How Reach Entertainment Goes Big With Branded Video

Agency keeps a finger on the pulse of what's viral

Specs Who (From left) Frank Catapano, managing partner; Gabe Gordon, managing partner; Marc Hustvedt, partner What Digital content strategy agency Where Venice Beach, Calif. Realizing the best way to reach consumers is by creating…

For Brands, These Are the Do's and Don't's of Working With BuzzFeed

It's less about the product placement than the connection

If there's ever a case for the viral success of native video content, it's the partnership between BuzzFeed and Purina. The millennial-targeted publisher and the pet brand have worked together on…

BuzzFeed Video Is Trying to Change the Definition of Branded Content

Wants consumers to follow marketer content just like editorial

With hits like Purina's Dear Kitten (approaching 14.7 million views), Purina's A Cat's Guide To Taking Care of Your Human (5.8 million views and counting) and Clean & Clear's Awkward…

Cat's Sage Advice to Kitten Viral Gold for BuzzFeed

Publisher also scores big with 'If Asians Said the Stuff White People Say'

The Sad Cat (or at least someone who sounds like him) is back, and this time he's dispensing advice to his kitten minions. BuzzFeed's Dear Kitten, a branded video for Friskies…

Purina Turns to Collective Digital Studios to Bolster Pet Videos

Brand's YouTube channel has bigger potential

Collective Digital Studio will work with Purina to create content for its YouTube channel Petcentric beginning in July, according to sources. The video initiative has only attracted some 800 followers since…

Purina Sues Blue Buffalo, Alleging False Advertising

Smaller brand boasted of better ingredients

Nestle’s Purina PetCare Company has filed a lawsuit against The Blue Buffalo Company, accusing Blue Buffalo of false advertising, commercial disparagement and unjust enrichment. Purina's complaint follows a March ruling by…

Purina Down to Finalists in Beneful Search

Last dog food brands at Fallon

Nestlé is down to two agency finalists to handle creative responsibilities for its Purina Beneful dog food, sources said. The brand has been at Fallon, which did not defend. Spending for…

Rokkan Expands Footprint in U.S.

Eyes L.A., Chicago after growth spurt

Digital agency Rokkan is bolstering its creative leadership, staffing up and entering two new markets, in the wake of a strong new business run and its acquisition by Publicis Groupe in December. Rokkan will…

Perspective: Testimonial Dinners

Iams breaks with cat food marketing convention, asks the cat to judge the kibbles

For all the wonders that 21st century technology has brought to the world of packaged foods—for people and pets alike—there’s one nut that’s proven perennially tough to crack: Appraising the…

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