Cannes Lions

P5, EVERY DOG HAS THE POTENTIAL TO BE GREAT

ZEUS JONES, Minneapolis / PURINA / 2014

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Overview

Entries

Credits

Overview

Execution

We launched P5 on iOS in January 2013 and on Android in August 2013. To spread awareness of P5, we introduced it to viewers of the Westminster Dog Show and the Incredible Dog Challenge with a dedicated TV spot. We shared it across our social properties and engaged influencers like Peter Kim (tech blogger) and Daryl Johnston (retired NFL player) to try the app and show people what they’ve accomplished with P5 and their dogs. And lastly, we partnered with MapMyFitness to create “Leash On,” a 30-day challenge to get people to work out with their dogs on P5.

Outcome

We reinforced the brand’s belief that the best dog food is about how the nutrients help the dog perform. In a category that is getting squeezed by natural and organic brands with no scientific claims, we were able to not only help Pro Plan withstand the pressure, but thrive as the contrasting opinion in the category. Over 80,000 users have bought in and have spent a combined total of 2 years time on P5. These users represent new customers for Pro Plan and have contributed to a significant increase in market share for the business.

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