Publisher:
Client:
Circulation:
Audience:

Can dog lovers be as loyal to their dog food as their canine compadres are to them? D Custom had to prove to Purina’s Beneful brand that it was indeed possible. With the simultaneous launch of a new website and a new magazine title and identity for this target, there was potential for confusion and gradual disconnection without careful planning. Our goal was to use content to maintain and simultaneously strengthen the ties between current Beneful consumers and the brand during this significant transition and beyond.