For our Storybranding graduate class, we were tasked with choosing a product to rebrand and create a whole integrated campaign for. Our team chose to rebrand IAMS Naturals dog food. We did research on the product, brand, target market, and competition, and we created mock-ups of a television commercial, radio ad, billboard, and social media campaign.

1. BY TABITHA, LIZ,TREVOR RASPBERRY & ISSAC

2. THE COMPANY
• Founded in 1946 by Paul F. Iams to create premium pet food
to help dogs and cats lead happy, healthy and long lives
• Current Owner: Mars Inc. (since April 2014)
• Sells cat & dog food

3. CURRENT CAMPAIGN:
Keep Love Strong
• Began in December 2012
• Placed love at the center of people and pets
• Championed the emotional bond between
pet and owner
• Successful video and print ads
• Overall brand campaign (not item specific)
• Reminded pet owners that their dogs
weren’t “vegetarians”

4. The Product

5. QUICK FACTS ABOUT
IAMS NATURALS
• Launched in 2007
• Response to pet owners wanting no fillers, no artificial
preservatives, no artificial colors, or artificial flavors for their
pets
• First ingredient is always meat
• High levels of omega 6 & 3, vitamin E, fiber, prebiotic FOS
• Available at both specialty stores and mass retailers

6. SWOT
ANALYSIS

7. STRENGTHS
Respectable product, good general feel from audience/target
WEAKNESSES
Food recall in 2007, smaller market share than main competition
OPPORTUNITIES
70-80 mil. dogs are owned in the U.S., 34-47% of households have a dog
THREATS
Biggest competition - Purina

8. BRAND
LAYERS

9. OUTER INNER
• Natural food product
• Promotes health
• Provides different
options
• Promotes vitality
• Green
• Fresh
• Genuine care for dogs
• Strength
• Keeps dogs healthy
and alive for as long
as possible
• Provides love by
extending life

10. CONSUMER
LAYERS

11. OUTER INNER
• Male & Female, 25-45
• 1-2 dogs - medium or larger
• Lives a healthy, active
lifestyle
• Values health, true-blue
companionship, friendship,
and the outdoors
• Believes in keeping pets
healthy
• To keep them around
longer
• Because of love
• Because a dog is a friend
• Deep-rooted
connection

12. TARGET

13. ARCHETYPE: The Protector
• Values compassion, generosity, empathy, thoughtfulness,
protection, warmth, and wisdom
• Puts others first, providing tender loving care, support
and reassurance
• Likes brands that are caring and nurturing, providing
comfort and piece of mind when they need it

14. • Female
• 28
• Single
• One dog
• Actively chooses to spend
her time with her dog
instead of just incorporating
him into her life

15. • Male
• 32
• Married
• One dog
• Enjoys using free time to
exercise and travel with
his dog

16. BEST
PRACTICES

17. Blue Buffalo
Organic Dog Food

18. “Dear Kitten”

19. Our Inspiration

20. I am dog.
I am strong.
trong

21. What does it
mean to be
strong?

22. COMMERCIAL
STORYBOARD

23. I vow to be your friend

24. to welcome you home

25. to comfort your when you’re sad

26. to be there for you when you’re hurt

27. and to brighten everyday

28. with my love.

29. I vow to be your protector

30. to guide you away from harm

31. to keep the nightmares away

32. and, if necessary, to save your life.

33. I vow to eat every last bit

34. so I can keep my body healthy and strong.

35. This is my promise to you.

36. I am dog.
I am strong.

37. NATURALS

38. RADIO AD
“My Love Is My Strength”

39. BILLBOARD

40. SOCIAL
MEDIA

41. FACEBOOK

42. INSTAGRAM CAMPAIGN
Tell us how your dog is strong by using #IAMStrong and win a year’s worth of Iams Naturals free!
Caption:
Rescued from a kill
shelter, Shakespeare
has survived a skin
disease, massive weight
loss, a car accident, and
heartworm.
#IAMStrong
Caption:
Tuco has to go
everywhere with me.
Since finding him on
the streets of
Louisiana, he’s been
my big, tough
protector.
#IAMStrong

43. PINTEREST