Purina’s Pro-Plan brand established a direct relationship with the consumer at the moment where he makes a decision, i.e. at the point of purchase. We’ve developed shopping bags with silhouettes of different dog breeds and a very distinctive look: the handle is the dog’s ear, which at times could look raised or lowered. These bags were distributed among São Paulo’s largest pet shops. Whoever bought Pro-Plan dog food received the bag as a gift.

We got surprising results. People started to fight over the bags, in order to complete collections or to have the one with their own dog’s breed. Retrievers and bulldogs soon went out of stock. We also got several requests for breeds that were overlooked. Pro-Plan’s sales grew up to 30% in participating pet shops.