Nestle celebrates difference between cats and dogs

To differentiate Nestlé's Purina One SmartBlend brand from the rest of the pet food category, Lowe Roche played on the insight that relationships with their pets differ for cat and dog owners.

It leveraged the idea that feline owners see a bit of themselves in their pets. The "Stephen" campaign focused on this concept of "nurturing individualism" and showed a cat enjoying mutual interests with his owner such as reading a newspaper, critiquing art and blogging about snowboarding.

For dogs, the "Yoga" campaign showed that the bond between owners and their pets is like no other. A woman and her dog are shown doing yoga together to demonstrate just how in sync they are.

Both campaigns were launched with national TV spots in English and French. Coupons, direct mail sampling and online elements supported the re-launch of Purina One SmartBlend.

Purina One SmartBlend Cat has grown 77%, while Dog is driving double-digit growth in the super premium category and is up 53%.