Purina Alpo

Purina’s Alpo brand suffered from a lack of clear definition, and a challenging evolution in the pet food market. Customers were shifting their focus to healthier products, prescription food and more researched options for primary pet diets, and Alpo’s products were falling into stigmatized territory.

Our team at Razorfish worked to reposition the brand with the “Real Dogs” digital campaign—pushing Alpo not as a primary diet option, but instead an extra treat, and an honest answer to the question “what do real dogs really want to eat”? We created a new website, digital banners and promotional campaign to help position the new brand movement.

Results
The Purina team’s primary goal was to move an overstock of Alpo product off shelves, and budgeted for our campaign effort accomplish this in a year’s time. Our campaign launched to huge success—users jumped all over our promotion and product sold out in a matter of weeks. The Alpo Facebook page gained over 175,000 likes during the course of the promotion.

Team: Xavier Wynn, Dan Morales, Barclay Anderson

Deliverables & Contributions:
Concepting, UX/UI lead