China is a food heaven, and Chinese dog owners are concerned about their beloved pet’s digestive system, what they eat and what they poop. That’s why the focus on dog poo is a way to approach them.

We contacted the Shanghai Veterinary Research Institute and spoke to their researchers there. We found out that the colour of a dog’s poo indicates its health. For example, red means bleeding in lower GI tract, green means colitis, yellow is jaundice, grey is gallstone…etc. We got the inspiration from Pantone and combined these two elements to form a new idea: POOTONE.

We distributed 500,000 sheets of POOTONE. 73% of the users have positive awareness of the brand because they learnt a valuable lesson: good in, good out. Our distribution channel detected a 20% rise in sales (vs. original projection).