Purina Aims at Sporting Dog Set

Colle + McVoy studied brands directed at athletes to help create a campaign targeting owners of competitive dogs for the Enthusiast Marketing Group of Nestlé Purina’s Purina breeder division.

“We looked at other brands that talked to athletes and we tried to get into that mind-set more,” said Annette Bertelsen, a creative director at the Minneapolis shop. “What’s different is the focus on the attitudes of champions.”

Rather than taking the division’s traditional testimonial approach, the print campaign aims for a more emotional connection, depicting the time and effort dogs and handlers spend training for competition.