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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study shows how Purina, a dog food brand, created a Christmas 'doggie jingle' in order to increase brand awareness and sales in Singapore.

Case Study

This case study describes how Big Heart Pet Brands responded to the discovery that pets don't get treated during cultural holidays, exploiting this gap in the market by creating great gifts for pets: treats.

News

LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Case Study

This case study describes how Pedigree, the Mars-owned US pet-food brand, tapped into smart scientific enquiry to understand why dogs are so special and what difference they make in people's lives.

Case Study

This case study explains how Pedigree, the pet food brand, used a mobile app to help dog owners in New Zealand find their lost pets - and increased market share.

Case Study

This case study explains how Royal Canin, a pet food brand, used emails as part of its loyalty programme to build its brand in Russia.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Case Study

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Case Study

This case demonstrates how premium American pet food brand CANIDAE created a buzz around the company's launch at Crufts 2015 with the help of the World's First Dog Selfie Mirror.

Case Study

This case study shows how Royal Canin, a pet nutrition brand, successfully launched one of its first digital campaigns for the Indian market by encouraging user participation.

Article

This article argues that personalisation needs an assembly line moment and must automate to achieve consistency at scale.

Case Study

This case study examines how BRITA, a German company that manufactures water filtration products, marketed its Fill&Go Filter Bottle in the U.K.market.

Case Study

This case study describes how Scott Naturals, a sanitary tissues brand, advertised its green Tube-Free toilet paper in the U.S. market.

Case Study

This case study describes the American pet food brand, Halo's Change a life campaign that asked pet lovers to share a photo of their pet, and the company would then donate a meal to a shelter animal in return.

Case Study

This case study details how Big Heart Pet Brands, an American company, increased sales by extending the idea of Valentine's day into a dog-holiday, transforming the products into gifts for companions.

Case Study

This case study details a campaign by 9lives, the American premium pet-food manufacturer, to reboot the brand through an animated character whose presence in a game activated the brand across platforms.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.