Nestlé Purina PetCare Co.: Incredible Dogs campaign

Mark Lane

With the "Incredible Dogs" marketing campaign—a broad effort that included advertisements, an essay competition, and canine athletic events—Ralston Purina Company encouraged consumers to purchase Purina Dog Chow and Purina Puppy Chow to help their pets attain an exceptional level of health and energy.

Nestlé Purina PetCare Co.: Incredible Dogs campaign

Mark Lane

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, Ralston Purina was acquired by Nestle USA. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.

With the "Incredible Dogs" marketing campaign—a broad effort that included advertisements, an essay competition, and canine athletic events—Ralston Purina Company encouraged consumers to purchase Purina Dog Chow and Purina Puppy Chow to help their pets attain an exceptional level of...

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