The discerning nurturer’s cat is their best friend, and as her owner, they strive to protect
every aspect of her urinary health to help support her wellbeing.
This is why nutrition designed specifically to safeguard her urinary system from beginning to end is essential.
By feeding her the right food, owners can consciously and proactively give their cat the care she needs.
Introducing – the new Purina ONE® Urinary Care.
Formulated with an ideal balance of minerals, Omega 3 fatty acids and antioxidants, it is made to balance, support and boost every aspect of her urinary system. We launch a campaign with a thought-provoking message to inspire awareness, action, and confidence amongst cat owners. With the new Purina ONE® Urinary Care, they can rest assured they are protecting every part of their cat’s urinary system and giving her the care she needs.
Campaign Key Visual featuring thought-provoking question-led messaging, followed by the campaign's
3 RTBs. A healthy-looking cat directs the target audience's attention to the key messaging. On Purina ONE®'s trademark teal swoosh, a pack shot illustrates the new product's packaging and product in a food bowl. The 3-Week Challenge logo and QR code invite consumers to scan and join the challenge.
The new Purina ONE® Urinary Care product packaging, featuring the 3 RTBs, is visualised alongside the product in a food bowl and a water bowl to remind consumers of the importance of hydration to their cat's urinary health.
A 10s social video for the encounter phase revisits KV messaging to introduce the target audience to the new Purina ONE® Urinary Care and reinforce its benefit – that it helps protect every part of a cat’s urinary system.
A 10s social media static GIF and video GIF for the encounter and consideration phase respectively answer the thought-provocation through education, first spotlighting the 3 key parts of a cat’s urinary system, then demonstrating how the new PURINA ONE® Urinary Care works to care for each of them through the RTBs. Together, these assets take our TA on a journey to understand what it means to care for every part of their cat’s urinary system.
The Point of Sale (POS) aisle fin and wobbler provide consumers at the point of purchase with the key product benefit and RTBs to aid decision-making.