client objectives
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.
execution
D Custom produces content for WagWorld.com and Wagworld Magazine that plays a critical role in reminding pet owners that Beneful feels the same way they do about their beloved pets. This message is conveyed through a mix of powerful images that capture the connection between a person and their pet, and a mix of articles and resources. The magazine is customized for and distributed through over 30 Beneful retail partners, driving sales through various offers that can be redeemed in-store.
results
The magazine has been an integral part of new customer acquisition and consumer confidence strategies. Success has been established by the growing number of retailer participants. In addition to the turnkey publishing of WagWorld and providing online content for WagWorld.com and Puppy's Life, the brand depends on D Custom to provide a complete image library for use in other print and online marketing efforts.