Redefining what pet ownership can be, with Purina.
Purina is a global company that has been feeding pets since the late 1800s. They don’t just nourish animals—they’ve helped usher in modern pet ownership.
Way back when Purina was first inventing its pet food formula, it was fairly new to have the type of relationship with a pet that people do today. Fast forward to this century, when there is more dialog around how we talk about, live with and feed our pets than ever before. Purina needed to make a big statement about just what pet ownership should mean in the modern era.
Global Positioning
To accomplish this, Purina began a global repositioning exercise. They needed a core belief and mission statement that could speak across continents and generations. This is a hard exercise, especially considering that the word for “pet” in different languages also comes with different emotions and associations. We identified several possible strategic territories, and after global testing, it was clear that one resonated more than others.
Purina identified a globally resonant mission: to create richer lives with pets. Because no matter our background, age, ability, credo or lifestyle, pets make our lives better, and we make theirs better, too.
Better with pets.
This translated into the marketing-facing tagline “Better with pets,” along with a content strategy that broke modern pet ownerships down into three main buckets.
Content Strategy
To live out the new positioning of Purina, we began a storytelling project guided by the belief that pets shape modern life in 3 ways:
1) They encourage us to explore.
2) They inspire us creatively.
3) They help us break barriers.
Each bucket featured a hero documentary examining the extraordinary relationship between pet owners and their animals.
We traveled the country shooting documentaries with heroes of modern pet ownership, from rural Ohio to a mountaintop in Oregon. This video features Julian and his Newfoundland dog Max, and the creative lens his mom shines on their lives.
The Stories
Julian & Max
Photographer Stasha Becker captures the unconditional day-to-day love of her dog and her little boy.
“She believes pets help tell a unique story that brings out creativity. Why?
’First of all we love them. We love them unconditionally, and they love us back. It’s easy to capture that when you take a picture of your pet. It’s just like moms and children as well.’”
Designer Kady Lone took inspiration from her cat, Pudge. We talked about the journey they went on as a creator and her muse.
Stephen & burma
Veteran Stephen Simmons found relief after PTSD by doing adventure therapy with his cat. Then he inspired others to do the same.
“Sharing love with people and pets, and staying in touch with nature has been a recipe for a better life for Stephen. His riff on a Sun Tzu quote, painted on the back of his Jeep, sums it up well: ‘The best revenge to war is to live well.’ For Stephen, the vantage point to a good life is looking down from a mountaintop, his cat and dog by his side.”
Creative Credits
Zeus Jones
This work was led by Zeus Jones, where at the time, I was a creative on this project, as well as many other Purina projects.
New Monarchy
The Julian & Max and Stephen Simmons documentaries were shot and edited by New Monarchy.
Mark Holthusen
Much of the Purina Better with Pets photography was captured by Mark Holthusen.
Subjects
Stasha becker, Julian & Max
Stasha Becker is a photographer who has traveled the world with her husband, son and their Newfies.
Stephen Simmons
Stephen Simmons teaches adventure therapy and travels with Burma, his adventure cat. Additional profile from Chewy.
Kady lone
Kady Lone, mom of Pudge, is a photographer and creator.