Pet owners have the tendency to anthrompomorphize their animals, thinking of them as part of the family as much as any human member, and the IAMS Good for Life ad campaign pokes fun at that notion. The campaign, which consists of three different ads, places cats in the milieu of different human milestones and events based on age.
The first IAMS Good for Life ad shows a group of kittens playing at a birthday party that would be any ten year old person's dream, with a birthday cake, a pinata, and loads of balloons. The ad for adult cats show the felines moving into a new home, that quintessential moment of embracing adulthood. Finally, the senior cat ad has two venerable pets peacefully enjoying the wares in an antique store.
While witty and silly, the ads highlight IAMS' unique formulas for cat of different ages.
Feline Life Stage Ads
The IAMS Good for Life Campaign Shows Cats Undergoing Human Milestones
Trend Themes
1. Anthropomorphizing Pets - As pet owners view their animals as more family-like, there are opportunities to innovate with products and services that cater to emotionally-driven wants and needs of pets.
2. Life Stage-specific Formulas - Creating specific formulas for different cat life stages can be a disruptive innovation opportunity in the pet food industry.
3. Humorous Campaigns - Creating humorous and relatable ad campaigns can attract customers in the pet industry.
Industry Implications
1. Pet Food - The IAMS Good for Life campaign highlights the need for more life stage-specific formulas in the pet food industry.
2. Pet Products - There is an opportunity for pet product companies to innovate and create products that cater to pets' emotionally-driven wants and needs.
3. Advertising and Marketing - The IAMS Good for Life campaign showcases the power of humorous and relatable ad campaigns in the pet industry.