Purina packaging promises peppy pets
Posted by Jenni Spinner, Senior Editor -- Packaging Digest, 8/31/2012 9:23:55 AM
Watching a dog chase its tail or a cat soak up the sun reminds us that there's more good in the world than not, if you just know where to sniff it out. That's the philosophy behind a new brand of dog and cat food inspired by the enduring happiness pets share with owners. Be Happy debuts nationwide with calls to action for owners to join the happiness movement.
Be Happy is a new pet food brand by Nestle Purina PetCare Company that celebrates happiness as a way of seeing the world. The brand has infused that philosophy into the packaging for its 100 percent complete and balanced dry dog and cat food varieties, and into its social media properties, including its Facebook page and mobile photo app.
"We looked at the way our pets see the world and were inspired by how they just seem to instinctively know the secrets to being happy," said Aaron Williams, Be Happy brand manager. We're celebrating our pets as our happiness heroes. We've incorporated this philosophy into everything we do, and are encouraging pet owners to join our happiness movement online."
In just three months, the brand's Facebook page has grown to more than 100,000 highly-engaged fans. The Be Happy fans create e-cards, customize their own T-shirts and upload photos from the Be Happy mobile photo app available in the iTunes and Google Play stores. The app enables people to customize photos with visual elements like dog ears, hearts, borders, the Be Happy characters and thought bubbles for happy messages.
In addition, the brand launched a Pinterest page that includes a board for "Happiness Art," featuring original craft projects inspired by the Be Happy philosophy. To experience Be Happy on Pinterest, please visit Pinterest.com/BeHappybyPurina.
Be Happy is a dry pet food available nationwide in cat and dog formulas. It helps support strong bones and teeth, healthy vision, and healthy skin and coat. In addition, the brand offers the Purina Happiness Guarantee: if a consumer is not completely satisfied with his or her experience, Be Happy will provide a refund.
Be Happy is available in two varieties for cats:
• Deep Sea Duos Crunchies with Ocean Fish and Salmon Flavors
• Poultry Pair-adise Crunchies with Chicken and Turkey Flavors
Be Happy is available in two varieties for dogs:
• Beef Flavor
• Chicken Flavor
Source: Nestle Purina Pet Care
I am on my third bag of Be Happy dog food. I actually bought it for the bag, but my Jack Russell and Lab both love it.My son's Great Dane, who is very picky, loves when I give it to him at my house. You got a winner. It was sold out of Wal-Mart last time I went.
Adrienne Gable - 2012-4-9 12:30:38 EDT
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