Moist & Meaty is a highly profitable Purina brand with very limited demand generation activity in recent years. As part of a proactive initiative in marketing, clients turned to multiple creative teams to help ‘relaunch’ Moist & Meaty with the hope of increasing sales. The ask was to bring personality and fun into an otherwise serious category by focusing on Millennials and anyone with a sense of humor.
Multiple teams came together in an ideation sprint for this brand with a name you just can’t ignore. The winning concept, Moistophobia, went live in print and on social platforms.
Moistophobia
“Moist” is a polarizing word… for people. While we might be uncomfortable with it, our dogs aren’t. Moist & Meaty gives dogs the savory taste and mouthwatering texture they go crazy for. Don’t let your fear of the word “Moist” get in the way of giving your dog something they’ll love. Sounds so wrong, tastes so right.
Why it Works: While not everyone has “Moistophobia,” everyone is at least aware of the polarizing nature of the word. This concept capitalizes on the Zeitgeist to boost our unique story, establish relevance and efficiently use our dollars to tell a memorable story.
