How Purina Advertises on Meta

# Ad summary This ad features a Maine Coon cat and family. The ad is promoting the Purina brand, claiming it's the only cat food the pet deserves. # Brand positioning Purina presents itself as a high-quality pet food brand that understands the deep connection between pets and their owners. Purina positions itself as the top choice for pet owners who only want the best for their beloved animals. # Product Purina offers high-quality pet food. The ad focuses on the emotional connection between pet owners and their cats, implying that Purina is the best choice for those who want to provide the best for their furry friends. The ad implies that Purina is worth trying or buying because of the quality. # Visual style The ad has a polished, commercial aesthetic. The video has smooth transitions and is well-lit. The pacing is consistent. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The video starts with a close-up of a cat with the Purina logo and branding over it, which zooms out. - 00:01–00:04 00:01–00:04 The video shows a mother and her child in pajamas walking with the cat in the kitchen. - 00:04–00:06 00:04–00:06 The shot switches to the boy sitting on the floor, smiling. - 00:06–00:10 00:06–00:10 The video shows the cat eating out of the Purina bowl and finishes with the logo on screen.

# Ad summary This ad showcases Purina Puppy Chow as the perfect food for new puppies. The ad features cute puppies wearing bow ties and sitting in baskets next to bags of Purina Puppy Chow. The text overlays emphasize that Purina Puppy Chow provides complete nutrition for puppies. Upbeat music adds to the lighthearted tone. # Brand positioning Purina Puppy Chow is positioned as a trusted brand that provides complete and healthy nutrition for puppies. The brand aligns with the values of pet owners who want to give their puppies the best start in life. The ad promotes an emotional connection between pet owners and their puppies. Purina Puppy Chow is presented as a solution to ensure puppies receive the necessary nutrients for healthy growth and development. # Product Purina Puppy Chow is a puppy food designed to provide complete and healthy nutrition for puppies. It comes in various formulas such as 'Complete,' 'Large Breed,' and 'Tender & Crunchy' to cater to different puppy needs. The packaging features images of puppies and children, highlighting the emotional connection between pets and their owners. The food aims to address concerns about providing adequate nutrition for growing puppies, making it a reliable choice for pet owners. Purina Puppy Chow is presented as a food that ensures puppies get a healthy start, giving pet owners peace of mind. # Visual style The ad has a bright, cheerful aesthetic with a clean, polished look. The editing style uses quick cuts to transition between different puppies and product shots. The production quality is high-end, creating a commercial feel that is both appealing and trustworthy. The pacing is upbeat and consistent, synchronized with the cheerful music track. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts with a text overlay "Adoption starter kit" along with a cute puppy in a basket and a bag of Puppy Chow. The intention is to immediately grab attention with a relatable theme for new pet owners. - 00:02–00:04 The ad cuts to another puppy in a basket next to a bag of Puppy Chow "Large Breed" with text overlay "They complete your world." This highlights the emotional bond between pets and their owners, emphasizing the joy they bring. - 00:04–00:06 The ad transitions to another puppy and a bag of "Tender & Crunchy" Puppy Chow with the text overlay "Make their nutrition complete, too." This connects the emotional fulfillment with the functional benefit of providing complete nutrition. - 00:06–00:09 The ad shows the Purina Puppy Chow logo with the tagline "Healthy Start Nutrition." This reinforces the brand's promise of providing essential nutrients for a puppy's healthy development.

# Ad summary This ad promotes Purina pet food and the myPurina app. The ad showcases a woman with her dog, informing viewers about the chance to win a year's supply of free Purina pet food by downloading the myPurina app and signing up for rewards. The ad includes visuals of the app interface and a dog being fed, reinforcing the message. # Brand positioning Purina is presented as a pet food provider that values its customers by offering opportunities to win free pet food. The ad promotes Purina's myPurina app, indicating a focus on digital engagement and rewards for loyal customers. The brand aligns with a lifestyle of pet care and responsible pet ownership, offering convenience and value. Purina aims to occupy a space in the consumer's mind as a rewarding and accessible brand. The brand positioning is both functional, providing pet food, and emotional, catering to the love and care pet owners have for their animals. # Product The featured product is Purina pet food, explicitly identified by the brand name. The ad focuses on promoting the myPurina app. The app is for pet owners who want to earn rewards. By downloading the app and signing up for rewards, users get access to savings and exclusive offers. The key USP is the opportunity to win a whole year of free Purina pet food just by downloading the app and signing up for rewards. The ad addresses the barrier of cost by highlighting the chance to win free food, encouraging more downloads and engagement. The food is implied for cats and dogs. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting. The editing is straightforward with simple cuts between scenes. The production quality has a polished feel, but it still maintains the vibe of content created by a social media user. The pacing is moderate, matching the rhythm of the voiceover. The visuals support the voiceover by showing the app interface and the dog, reinforcing the message about Purina. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Download the myPurina app today! # Point of view - [object Object] # Storyline - 00:00–00:01 A woman sits with her dog and asks if someone mentioned free pet food. - 00:01–00:05 The ad transitions to a hand holding a smartphone, displaying the Purina app interface. - 00:01–00:07 The woman shares that viewers can enter to win a year of free Purina pet food by downloading the myPurina app and signing up for rewards. This builds on the initial question about free pet food and gives the audience a clear action to take. - 00:07–00:08 The dog is shown sitting, and then eating food from a bowl. - 00:08–00:11 The woman returns to the screen with her dog and prompts viewers to download the myPurina app today. This reinforces the CTA and urges immediate action. - 00:10–00:11 The woman gets up and exits the frame.

# Ad summary This ad promotes the myPurina app and highlights the fact that you can get $5 off Tidy Cats litter through the app. The creator talks about how they use the app every month to purchase litter and encourages viewers to download and sign up for the app. # Brand positioning Purina is presented as a brand that cares about providing savings and convenience to its customers through its myPurina app. The ad aligns with values of practicality and ease of use, suggesting the brand aims to simplify pet care purchases. By offering discounts and easy access to coupons, Purina positions itself as a customer-friendly brand that understands the needs of pet owners who regularly purchase pet supplies. # Product The featured product is Tidy Cats Performance Plus litter, a cat litter designed for effective odor control and clumping. The ad highlights that users can get a $5 off coupon for this litter through the myPurina app. This litter is for cat owners who regularly purchase cat litter. The ad addresses the purchase barrier of cost by showcasing a discount available through the app, encouraging viewers to download the app and save money on a necessary pet care product. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and a home setting. The editing is simple with basic cuts. The overall production quality is clean but not overly polished, creating a relatable and authentic feel. The pacing is consistent with the speech of the person. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Just download and sign up for the myPurina app. # Point of view - [object Object] # Storyline - 00:00–00:03 The creator starts by informing the viewer that they can get $5 off Tidy Cats litter with the myPurina app. - 00:03–00:05 The creator says they literally buy the product every month, showing their phone. - 00:05–00:09 The creator opens the myPurina app, and the ad shows a close-up of the phone screen, highlighting the $5 off coupon for Tidy Cats Performance Plus litter. - 00:09–00:15 The creator tells the viewer to download and sign up for the myPurina app to grab the coupon and save $5 on their next purchase.

# Ad summary A digital ad for Purina Tidy Cats litter promoting a coupon discount when users download the Purina app. The ad features an image of a tabby cat, a virtual Purina app screen promoting a free coupon, and a selection of Tidy Cats litter products. # Brand positioning Purina is presented as a well-established, household-name petcare brand offering premium products to meet the diverse needs of pet owners. The ad focuses on Tidy Cats, a Purina sub-brand that provides high-performance cat litter solutions and caters to cat owners seeking effective odor control and easy maintenance. By offering a coupon through the Purina app, the brand incentivizes app downloads and usage, reinforcing a commitment to customer convenience and value. # Product The featured products are three different Tidy Cats cat litters. The first, Tidy Cats Tidy Feet, is advertised as a low-tracking litter. The second is Tidy Cats Active Clean, advertised as minimizing bacterial odors. The third, Tidy Cats Power Clump, is advertised as maximum odor control. All three products are packaged in large plastic jugs with handles, designed for convenient pouring and storage. # Visual style The ad uses a polished and professional studio shot. The visual motifs include product groupings, a mobile app rendering, and a pet photo. The image treatment includes background removal, color grading to enhance the golden tones, and subtle lighting effects. The typography is large and bold, ensuring legibility and quick comprehension. # Hooks Headline: SAVE $5 ON PERFORMANCE+ # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by presenting a high-value offer for the customer: $5 off Tidy Cats litter, positioning the brand as generous and customer-focused. The intention is to immediately grab attention and provide an incentive for further engagement, told from the brand's perspective. - The brand specifies that the offer is exclusively available in the Purina app to communicate that downloading the app provides additional value. This encourages app downloads and continued engagement with the Purina ecosystem, which benefits the brand and provides convenience for the customer. - The brand uses a virtual app screen, coupon, and litter products to visually reinforce the offer and the connection to Tidy Cats performance. This showcases the convenience of the Purina app for accessing savings and highlights the litter's ability to provide high-performance solutions. - The ad concludes with a disclaimer, "No Purchase Necessary. Limits Apply.", delivered by the brand to ensure transparency, manage expectations, and provide legal clarity.

# Ad summary This ad promotes a contest to win a free year of Purina pet food through the myPurina app. The image shows a smartphone displaying the app interface, a red bowl filled with Purina food, and a soccer ball, highlighting Purina's partnership with U.S. Soccer. # Brand positioning Purina is presented as a leading pet care brand, particularly focused on providing high-quality pet food. The brand aligns with pet owners who want to ensure their pets are well-fed and cared for. This is reinforced by its partnership with U.S. Soccer, suggesting a commitment to health and active lifestyles. Purina occupies a space of reliability and nutritional expertise in the pet food market, catering to pet owners who seek trusted and nutritionally sound food options. The brand positioning is both functional (offering quality food) and emotional (connecting with pet owners who love and care for their pets). # Product The featured product is Purina pet food, specifically the dry kibble format. The ad showcases a red bowl filled with brown, round kibble pieces. The kibble is implied to be for either dogs or cats, given Purina's wide range of pet food offerings. The product is presented as part of a reward system within the myPurina app, implying that users can earn or win the food through app engagement. The visual of the falling kibble pieces emphasizes the product's appeal and suggests abundance. The ad also indirectly addresses the purchase barrier of cost by offering a chance to win a free year's supply, encouraging potential customers to try the product without initial financial commitment. # Visual style The ad has a polished, studio-shot quality with a focus on clear product presentation. The gradient background and bright lighting create a visually appealing aesthetic. The strategic use of color and layout enhances scannability and stop power in-feed. # Hooks Headline: Win a FREE YEAR of Purina® Food # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by announcing a contest: to win a free year of Purina pet food. This is designed to immediately grab attention and introduces a clear incentive. The message is told from the Brand's perspective. - The ad highlights that the contest is exclusively available through the myPurina app. This steers the audience to the app. The message is told from the Brand's perspective. - The smartphone displaying the app interface, the bowl filled with Purina food, and the soccer ball. This emphasizes the brand's product and its relationship with US soccer. This section also invites potential customers to download the app. The message is told from the Brand's perspective. - The ad ends with the official messaging, legal disclaimers, and partnership. This builds trust and credibility. The message is told from the Brand's perspective.

# Ad summary The ad features a man holding a cat and a phone. The phone displays a coupon for Purina cat food. The ad is likely targeting new users of the myPurina app, offering them a discount on their first purchase. # Brand positioning Purina is positioned as a pet-centric brand with a focus on providing quality food for cats, as evidenced by the prominent display of a discount coupon on their cat food products. The brand seeks to occupy a caring and supportive role in the lives of pet owners. The brand aligns with the lifestyle of responsible pet owners who are looking for value and convenience. The brand is following category norms by offering coupons, and their branding is functional. # Product The product being advertised is Purina cat food, promoted via a digital coupon for $5.00 off. The coupon is displayed on a mobile phone screen, suggesting that the offer is available through the myPurina app. The product is for cat owners, particularly those who are new to the myPurina app. The ad promotes the myPurina app which is convenient, easy to use, and provides valuable savings for cat owners. A purchase barrier addressed is the cost of cat food, which is reduced through the use of the coupon. The ad is telling the viewer that the product is worth trying or buying because they can save money. # Visual style The ad has a realistic, lifestyle-focused aesthetic with a focus on a natural and relatable image. The production quality appears to be high, with attention to detail in lighting and composition. The overall image treatment uses soft lighting and a slightly blurred background to focus attention on the man, cat, and phone. The image looks like it could be an in-feed social media post, due to its natural look and realistic content. # Hooks Headline: SAVE $5.00 NEW CATS # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download now # Point of view - [object Object] # Storyline - The image begins with a man holding his cat and a phone displaying a coupon for Purina cat food. This sets the scene and immediately introduces the subjects: a pet owner and their cat. The brand is aiming to show a warm and relatable moment, subtly showing the love between owner and pet while showcasing the product offer. The audience experiences this through the brand’s perspective. - The phone screen shows a digital coupon for $5.00 off Purina cat food for new app users, as a prompt for users to download the app. This is the offer and benefit of the ad, so the viewer understands the discount they can receive. The brand is communicating this portion of the story to illustrate the benefit of the app. The audience experiences this through the brand’s perspective. - The man's relaxed posture and the cat's comfort suggest a loving relationship between pet and owner. This highlights the emotional connection pet owners have with their pets. This is the brand's way of highlighting the value of pet ownership. The audience experiences this through the brand's perspective.

# Ad summary An image ad featuring a smiling woman holding a white cat and her phone, which displays the Purina app. The ad targets new myPurina app users with potential savings. # Brand positioning Purina positions itself as a pet-focused brand, specifically for cats and dogs, by offering rewards and deals through the myPurina app. The brand aims to create value for pet owners by helping them save money on pet food, emphasizing accessibility and convenience through mobile technology. Purina promotes a lifestyle where pet care is integrated with modern digital tools, making pet ownership more rewarding and cost-effective. # Product The myPurina app is presented as a way for cat and dog owners to save money and win free pet food. It is designed for current and prospective Purina customers who want to access rewards and deals related to Purina products. The app is shown on a smartphone screen, highlighting the chance to "WIN A FREE YEAR of Purina Food" and save money. The ad addresses the cost barrier associated with pet ownership by showcasing the app's ability to provide discounts and rewards. # Visual style The ad has a bright and clean visual style, with natural lighting. The composition is simple, focusing on the woman, her cat, and her phone. The setting appears to be a modern, well-lit kitchen, which adds a touch of domesticity and trustworthiness to the scene. # Hooks Headline: Valid for new myPurina users only. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins with a smiling woman holding her cat and her phone, which displays the Purina app. The goal is to present a warm, familiar scene that immediately engages the viewer and communicates the app's accessibility and ease of use from the customer's perspective. - The view then shifts focus to the phone's screen to highlight the rewards and deals available on the app, like a chance to win a free year of Purina food. This aims to highlight the value and potential savings that can be realized by using the app from the app's perspective. - The ad closes by mentioning that the offer is valid for new myPurina users only, and while supplies last, creating a sense of urgency from the brand's perspective.

# Ad summary A woman holds her cat in one arm while displaying the Purina app on her phone in the other. The image promotes Purina and its app. # Brand positioning Purina is presented as a modern, accessible brand catering to pet owners, particularly cat owners. The ad leverages a casual, lifestyle-focused image featuring a pet owner and her cat, and promotes the Purina app. This implies that Purina is focused on providing convenient and user-friendly digital solutions for pet-related needs. # Product The Purina app is advertised, as seen on the mobile phone screen held by the woman in the ad. The app appears to be a loyalty and offers platform, with the screen displaying options like "WIN FREE YEAR" and a 'Redeem Points' call to action. The app likely enables users to earn rewards, access exclusive deals, and potentially manage their pet-related purchases or information. The advertisement aims to lower the barrier to purchase by offering a limited-time promotion for new users of the app, which may include discounts, special offers, or other incentives. # Visual style The visual style is bright and natural, with a focus on a real-life setting. The image appears to be taken with a smartphone, giving it a casual, user-generated content (UGC) feel. The lighting is soft and diffused, creating a welcoming and approachable atmosphere. The color palette is dominated by whites, grays, and hints of gold in the kitchen, which contrasts with the bright red accent on the phone and the phone screen, drawing the eye to the Purina app. The composition is simple and focuses on the woman and her cat, creating a personal connection with the viewer. # Hooks Headline: None used # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The image opens with a woman holding her cat and a phone displaying the Purina app. The purpose is to portray a real-life scenario where a pet owner integrates Purina's digital offerings into their daily life, and is seen from the customer's POV. - The focus shifts to the app interface, which is presented by the brand. It highlights potential benefits and rewards of using the app to drive downloads and sign-ups. This is seen from the Brand's POV. - A disclaimer at the bottom mentions the limited-time offer for new users. The intention here is to encourage immediate action, seen from the Brand's POV.

# Ad summary This image ad showcases Weston McKennie, #8 for the U.S. Men's National Team, with his two dogs who are labeled as his #1 fans. # Brand positioning This ad does not explicitly feature a brand. It focuses on Weston McKennie, identified by his name and position as #8 for the U.S. Men's National Team. McKennie's association with his canine companions evokes an emotional appeal. # Product There is no explicit product being advertised in the image. The focus is on Weston McKennie, the U.S. Men's National Team player, and his two dogs. The visual elements and text suggest a personal connection, emphasizing McKennie's role as a dog lover. The language associates McKennie with being a #1 fan of his dogs. # Visual style The ad features a natural and candid style, resembling a snapshot taken outdoors during golden hour. The production quality appears to be high, with clear focus on the subjects. The image treatment includes soft lighting and a slightly warm color grade to enhance the natural aesthetic. The typography is simple and legible, placed unobtrusively next to the subjects. This combination aims for an authentic feel, making it scannable and inviting in-feed. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts by introducing Weston McKennie, highlighting his name and position on the U.S. Men's National Team, setting the context for his identity. This is presented from the brand's perspective to establish McKennie's credibility and connection to sports. - The ad then features Weston McKennie alongside his two dogs, Sky and Lola, both labeled as #1 fans. This creates an emotional connection by showing a personal side of McKennie, from his perspective as a dog owner. - Finally, the image emphasizes the mutual affection between McKennie and his dogs, with the text highlighting their status as #1 fans. This strengthens the emotional bond from the customer's perspective.

# Ad summary This ad uses an influencer to advertise a Purina sweepstakes. In the ad, she shares the myPurina app and explains how to enter the sweepstakes. # Brand positioning Purina is presented as the official pet care sponsor of U.S. Soccer, promoting their myPurina app to engage with pet owners. The brand uses the sweepstakes and soccer theme to associate itself with fun and excitement, suggesting Purina values active engagement with its customers and their pets. The brand promotes a fun lifestyle, inviting pet owners to participate in their sweepstakes to win a year's worth of free pet food, reinforcing their commitment to providing for pet's needs. This positions Purina as a brand that wants to connect with customers. # Product The ad promotes the myPurina app, a platform through which users can enter a sweepstakes to win a free year of Purina pet food. The app is presented as a user-friendly way to engage with the brand and participate in the giveaway. The featured products are Purina pet food, which is highlighted as a prize. The ad conveys that the app is a gateway to potential rewards, as well as a means to support a brand that is the official pet care sponsor of U.S. Soccer. The primary reason to download the app is the chance to win a free year of Purina pet food. # Visual style The ad is shot in a bright, casual style, mimicking user-generated content with its simple cuts and natural setting. The production quality is medium, balancing a polished commercial feel with the authenticity of a home video, aiming to connect with viewers on a personal level. The pacing is relaxed, reflecting a friendly tone. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download the my Purina app # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with playful dogs and quickly transitions to the creator to emphasize excitement. - 00:02–00:09 The creator introduces the Purina sweepstakes, showing her phone screen displaying the myPurina app and the contest details. This aims to capture interest by highlighting the reward opportunity. - 00:09–00:12 The creator shows the app's interface and details to encourage viewers to download the app and enter the sweepstakes. - 00:12–00:15 The ad returns to the creator who reinforces the call to action by encouraging viewers to follow the on-screen instructions to enter the sweepstakes.

# Ad summary This ad promotes Purina's MyPurina app by showcasing a man who enters a sweepstake for a chance to win a free year of Purina pet food. He emphasizes the ease of entering the sweepstake and encourages viewers to download the app. # Brand positioning Purina is presented as a leading brand in pet care, offering a range of products for pets. The ad positions Purina as a brand that understands the financial concerns of pet owners, specifically the cost of pet food. By offering opportunities to win free pet food through the MyPurina app, Purina reinforces its commitment to providing value and care for pets and their owners. The brand also aligns itself with broader cultural events by being the official pet care sponsor of U.S. Soccer, suggesting Purina integrates into pet-loving communities. # Product The advertised product is the MyPurina app, designed to provide rewards and opportunities for pet owners. The app allows users to enter sweepstakes, such as the one highlighted in the ad for a chance to win a free year of Purina pet food. The app is presented as an easy-to-use tool that takes only "like 10 seconds to enter," addressing the potential purchase barrier of time commitment. The app provides opportunities to win rewards for both pet and pet owner, offering extra value to customers. The app is portrayed as a way to reduce the financial burden of pet ownership. # Visual style The ad has a casual, UGC-style aesthetic, with a blend of static and shaky, handheld shots. The editing features quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is simple, giving it an authentic and relatable feel, designed to appeal to everyday pet owners. The pacing is consistent throughout, maintaining a steady flow of information and visuals, and there are no visible effects used. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download the MyPurina app now # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a top-down shot of a dog standing on a rug near a coffee table as a hand holding a phone enters the frame, showing the MyPurina app interface. This moment sets the scene and hints at the ad's focus on pet-related products. - 00:02–00:04 00:02–00:04 The video cuts to a close-up of pet food being poured into a bowl while a man asks, "Like why is pet food my biggest expense?" This introduces the pain point of the high cost of pet food, creating a relatable scenario for pet owners. - 00:04–00:07 00:04–00:07 Responding to the previous point, the man continues, "That was until I found this," while the screen shows the MyPurina app interface featuring a sweepstakes for free Purina dry food. This transition suggests the app is the solution to the financial burden of pet food. - 00:07–00:10 00:07–00:10 The man states, "Purina is the official pet care sponsor of U.S. Soccer," and shows a screenshot of a Purina press release. This highlights Purina's credibility and partnership with a well-known organization. - 00:10–00:16 00:10–00:16 The man continues, "And they're running a sweepstake for a free year of Purina pet food. It takes like 10 seconds to enter and there's no way I'm not entering this," while demonstrating how to enter the sweepstakes on the app. This showcases the ease of use and the value proposition of the MyPurina app. - 00:17–00:21 00:17–00:21 The ad concludes with the man saying, "Download the MyPurina app now and enter for a chance to win a free year of Purina pet food," while showing the app interface with links to download and options to enter for the chance to win. This serves as a call to action, urging viewers to download the app and participate in the sweepstakes.

# Ad summary An ad for Purina dog food featuring a sweepstakes where one lucky winner will receive a year's supply of Purina dry dog food. The ad showcases a smartphone screen displaying the details of the sweepstakes along with a cute dog in the background. # Brand positioning Purina is presented as a brand that cares about providing nourishment to dogs, which is highlighted by offering a chance to win a year's supply of dry dog food. The sweepstakes offer suggests that Purina aims to create engagement with its audience and reinforce the brand's commitment to pet owners. The brand aligns with values of care, reliability, and generosity, positioning itself as a provider of essential pet nutrition and potentially pushing against perceptions of pet food as a commodity. # Product The advertised product is Purina dry dog food. The ad emphasizes the chance to win a year's supply of the product via a sweepstakes. The product is intended for dog owners who prioritize high-quality nutrition for their pets. While specific details about the dry food's ingredients or features are not explicitly mentioned, the focus on winning a year's supply implies that the product is a staple, addressing the ongoing need for dog food and potentially overcoming purchase barriers related to cost. The ad conveys that Purina dry dog food is a valuable and essential part of a dog's diet. # Visual style The ad features a snapshot style with a blend of product promotion and lifestyle imagery. The production quality appears to be casual, potentially user-generated content (UGC). The visual motif centers around showcasing the sweepstakes offer via a smartphone screen alongside an appealing image of a dog. The image treatment includes soft lighting and natural color grading. The ad mimics a native, in-feed style that balances scannability with a visually engaging element (the dog). # Hooks Headline: Enter to Win DRY FOOD FOR A YEAR # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by presenting the viewer with the chance to win a year's supply of Purina dry dog food through a sweepstakes entry displayed on a smartphone screen. This is intended to quickly grab the viewer's attention and convey the main offer. The story is being told from the brand's perspective, introducing a promotional opportunity. - The smartphone screen details the sweepstakes, including entry guidelines and the end date, with a Purina dry dog food logo in the background. This provides necessary information for participation and reassures the audience of the sweepstakes' legitimacy. The details are delivered from a neutral, informative perspective to ensure clarity and transparency. - The ad concludes by providing legal disclaimers and terms related to the sweepstakes, including that no purchase is necessary. This reinforces the credibility of the offer and ensures compliance with regulations. The legal details are presented from a brand perspective.

# Ad summary This ad promotes a sweepstakes for a chance to win a year's supply of Purina dog food. The ad features a phone displaying the sweepstakes entry page and a dog sitting in the background. # Brand positioning Purina is presented as a provider of high-quality dry food for dogs. The sweepstakes promotes brand engagement and loyalty by offering customers a chance to win a free year's supply of its dry food. The visual of a cute, healthy-looking dog further reinforces the brand's image as a trusted and caring provider of pet nutrition. The brand positioning is functional, focusing on providing essential nutrition, while also creating an emotional connection through the dog's appeal. # Product The ad highlights Purina's range of dry dog food through a sweepstakes promotion. The product itself is not directly visible, but the ad emphasizes the opportunity to win a year's supply of Purina dry food. The sweepstakes is open to individuals and promoted through the Purina rewards program, as indicated by the mention of earning points. The promotion addresses the purchase barrier by offering a chance to win the product for free, making it an attractive opportunity for current and potential Purina customers. # Visual style The ad features a combination of a direct product display on a mobile interface and an emotionally engaging visual of a cute dog. The production quality appears to be high, with a clear and well-lit image. The visual motif is straightforward, with the phone as the central element and the dog in the background to add appeal. The image treatment includes soft lighting and slight background blur to focus attention on the phone screen and the dog. The typography integration is clean and legible, ensuring that the sweepstakes information is easily readable. The visual style aligns with platform norms for promotional content, aiming for scannability and quick engagement in the feed. # Hooks Headline: Enter to Win # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins with an image of a smartphone screen displaying the sweepstakes details, presented from the brand's perspective to draw attention to the promotion and its key elements. This is meant to immediately capture the audience's interest and set the context for the opportunity being offered. - The background features a cute dog, enhancing the visual appeal and creating an emotional connection with the audience, from the brand's perspective. The dog's presence subtly reinforces the purpose of the sweepstakes, connecting it to the end consumer of the dog food. - The inclusion of legal disclaimers at the bottom conveys essential information about the sweepstakes rules and regulations from a legal and compliance perspective, assuring transparency and credibility.

# Ad summary An ad for Purina Kitten Chow that asks, "My year on Kitten Chow?" The image features a kitten on the floor, with a bag of kitten chow in the background. There is also a young boy with two kittens pictured on the bag of kitten chow. # Brand positioning Purina presents itself as a trusted and nurturing brand for pet owners, specifically for kittens. The brand emphasizes the importance of providing complete and balanced nutrition for growing kittens, reinforcing its commitment to pet health. The visual and textual elements in the ad convey a sense of care and reliability, suggesting that Purina is a brand that pet owners can trust to support the healthy development of their young feline companions. The brand's functional positioning is evident through its focus on nutritional benefits, which is communicated clearly in the ad. # Product The product featured is Purina Kitten Chow, a dry kibble food specifically formulated for kittens. It is described as "Year One Essentials" and made with real, delicious chicken. The product is designed to provide complete and balanced nutrition with 100% nutrition, tiny bites, DHA for brain & vision development, support for the kitten's immune system, and support for growing muscles. These attributes address the purchase barriers of ensuring that kittens receive all the necessary nutrients for healthy development during their first year. # Visual style The ad utilizes a clean and bright studio shot to showcase the Purina Kitten Chow product. The visual motifs include close-ups of the kitten and product packaging to highlight key features and benefits. The overall image treatment involves natural lighting and color grading to create a warm and inviting atmosphere. The typography is integrated with a large, bold font for the headline to enhance scannability and stop power in the feed. # Hooks Headline: My year on Kitten Chow? # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with the question, "My year on Kitten Chow?", presented from the kitten's perspective, piquing the audience's curiosity about the positive impact of the food on the kitten's growth and well-being. - The visual shows a kitten next to a bag of Purina Kitten Chow, which is being told from the brand's perspective, highlighting the product's presence and immediate availability to the consumer. - The close up of the bag of Kitten Chow reinforces the brand's perspective by showcasing the key ingredients and benefits that the kitten food provides for a kitten's health and development. - The image of a child with two kittens featured on the bag is shown from a customer perspective, emphasizing the product as a source of joy and shared connection with their pets. - The presence of a bowl of Kitten Chow reinforces from the brand's perspective that the food is appealing and ready to be consumed, reassuring pet owners that their kittens will enjoy it.

# Ad summary This ad features a man talking about how he is serious about what he fuels his body with, and it's the same for his dogs. He feeds them Purina Pro Plan dog food. # Brand positioning Purina Pro Plan positions itself as a premium dog food brand that prioritizes high-quality ingredients to fuel dogs' lives. The brand aims to occupy a space in the consumer's mind as a trusted provider of advanced nutrition for pets. By emphasizing the importance of fueling pets with quality ingredients, Purina Pro Plan aligns with pet owners who prioritize their animal's health and well-being, suggesting a lifestyle of responsible pet ownership. The ad doesn't directly compare the brand to competitors or push against category norms, but impliedly promotes a functional benefit (nutrition) as a way to enhance a dog's quality of life. # Product Purina Pro Plan is presented as dog food, specifically the Sensitive Skin & Stomach Salmon & Rice Formula for adult dogs. It is formulated without corn, wheat, or soy, catering to dogs with sensitivities. The ad highlights that the food is meant to provide "fuel for life", implying it supports the overall health and vitality of dogs. The visual of dogs eating the food from their bowls addresses the purchase barrier of whether dogs will enjoy it. The ad tells the viewer that the product is worth buying to provide essential nutrition and support their dog's well-being, especially for dogs with sensitivities. # Visual style The ad has a polished commercial aesthetic with natural lighting. Editing is smooth with static shots and no jump cuts. The production quality is high-end, supporting a tone of trustworthiness. The pacing is moderate, with cuts timed to the music beats. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The camera focuses on a bag of Purina Pro Plan Sensitive Skin & Stomach Salmon & Rice Formula dog food. - 00:01–00:03 The scene transitions to a man in a modern kitchen walking toward two dogs. He places two dog bowls on the floor for the dogs to eat. - 00:03–00:06 The dogs eat the food as the brand logo appears on screen.

# Ad summary This ad promotes Puppy Chow as a way to complete a dog adoption starter kit by providing complete nutrition for puppies. # Brand positioning Purina Puppy Chow positions itself as an essential part of a new puppy's life, providing 'Healthy Start Nutrition' that completes a puppy's world, as puppies complete their owner's world. The brand aligns with the emotional connection between humans and their pets, highlighting the joy and completeness a puppy brings to a family. Puppy Chow emphasizes the importance of nutrition for a healthy start, meeting the functional needs of pet owners who want the best for their new companions. The brand appeals to pet owners looking for a trusted and reliable food option for their puppies. # Product Purina Puppy Chow is a puppy food designed to provide 'Healthy Start Nutrition.' It is explicitly shown to be available in varieties such as 'Complete' and 'Tender & Crunchy.' The product is packaged in colorful bags featuring images of happy puppies and children, emphasizing the joy and connection between pets and their owners. The brand message focuses on making a puppy’s nutrition complete, appealing to owners who want to ensure their new pets receive the necessary nutrients for a healthy beginning. The food addresses the need for a balanced diet during a puppy's critical growth stage. # Visual style The ad has a bright and cheerful aesthetic, using natural lighting and simple backgrounds to focus on the puppies and product. The editing is smooth and static, with clean transitions between shots. The production quality is polished, creating a warm and inviting tone. The pacing is moderate. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad presents the concept of an 'Adoption starter kit' and shows a puppy in a basket with a bag of Puppy Chow. - 00:02–00:04 It states that 'They complete your world' while showing a different puppy in a basket with a different bag of Puppy Chow. - 00:04–00:06 The ad encourages viewers to 'Make their nutrition complete, too' and shows a third puppy with Puppy Chow, reinforcing the message of providing comprehensive nutrition. - 00:06–00:09 The ad displays the Purina Puppy Chow logo with the tagline 'Healthy Start Nutrition' and shows another puppy in a basket with Puppy Chow, emphasizing brand recognition and nutritional benefits.

# Ad summary This image advertises a sweepstakes where people can win a free year of Purina dog food by signing up in the MyPurina app. A red dog bowl sits next to a soccer ball to align with the U.S. Soccer sponsorship. # Brand positioning Purina is presented as a trusted provider of pet nutrition, specifically dog food, emphasizing its commitment to pets' well-being. The brand is positioned for pet owners who are engaged and proactive in managing their pet's health and nutrition through the MyPurina app. The partnership with U.S. Soccer implies a connection with an active and healthy lifestyle, appealing to pet owners who value these qualities. Purina aims to occupy the space of a reliable and convenient pet care provider, leveraging technology to enhance the customer experience and offer additional benefits like sweepstakes. # Product The advertised product is Purina dog food, presented as a nutritious option for dogs. The image features a red dog bowl filled with dry dog food, highlighting the product's visual appeal and readiness for consumption. The advertisement targets dog owners who are interested in managing their pet's nutrition through the MyPurina app, which provides tools and resources for pet care. The focus is on winning a year's supply of Purina dog food, offering a strong incentive for users to engage with the MyPurina app, sign up and participate in the sweepstakes. There are no specific features mentioned about the dog food itself, but the visual emphasis suggests it is a high-quality, desirable product for pet owners. # Visual style The ad features a clean, studio-shot style with a strong emphasis on branding and product visibility. The use of bright colors and clear, legible text ensures scannability. The composition includes a balanced arrangement of elements, combining digital interface with physical products. The overall aesthetic conveys a sense of reliability and partnership. # Hooks Headline: Win a FREE YEAR of Purina® Food # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by announcing a sweepstakes to win a free year of Purina food to immediately grab the viewer's attention. This is intended to create initial interest and is conveyed from the brand's perspective. - The ad highlights the MyPurina app as the exclusive platform for participating in the sweepstakes. This directs users to engage with the brand's digital ecosystem and is conveyed from the brand's perspective. - The image of a full dog bowl and a soccer ball subtly connects Purina with pet care and the U.S. Soccer partnership. This positions Purina as part of an active and healthy lifestyle for pets, from the customer's perspective. - Legal disclaimers and sweepstakes details are provided at the bottom to ensure compliance. This informs potential participants of the terms and conditions and is presented from an objective, external source.

# Ad summary This ad promotes Kitten Chow Naturals, depicting a kitten's 'natural beauty routine' which involves eating, sleeping, and playing, all of which are enhanced by the product's ingredients and contribute to the kitten's well-being. # Brand positioning Purina Kitten Chow Naturals positions itself as a provider of nutritious and delicious food for kittens, focusing on natural ingredients to support a healthy and balanced lifestyle. The brand aligns with values of health and well-being. It does not directly push against or follow any specific category norms but emphasizes the natural aspect of its ingredients. The brand positioning is both functional (providing essential nutrients) and emotional (contributing to the kitten's happiness and well-being). # Product Purina Kitten Chow Naturals is kitten food made with natural ingredients. The ad highlights the product's delicious taste and nutritional benefits, suggesting that it is designed to meet the dietary needs of kittens and promote their overall well-being. The product contains added vitamins, minerals, and nutrients. It can be used to nourish kittens. The ad addresses the purchase barrier of ensuring that the kitten food is both healthy and appealing to the kitten. The food contributes to a balanced routine that includes nutrition, sleep, and low stress levels. # Visual style The ad has a bright and cheerful aesthetic. The editing style includes quick cuts to keep the pace lively. The production quality appears to be a hybrid of UGC and polished commercial, making it relatable yet professional. The visual motifs include close-up shots of the kitten, showcasing its adorable features and healthy lifestyle. The pacing is upbeat, with cuts timed to the music beats. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The ad begins with an on-screen text overlay that reads 'My kitten's Natural Beauty Routine' while a kitten looks in the mirror. This introduces the theme of the ad, presenting the kitten's daily activities as a beauty routine. The audience is experiencing the kitten owner's perspective. The tone is playful and lighthearted. - 00:01–00:04 00:01–00:04 A shot of a kitten eating from a bowl next to a bag of Purina Kitten Chow Naturals, with the overlay text 'Nutrition: Delicious & Natural.' This beat connects the kitten's beauty routine with the product's nutritional benefits. The message is that the food is not only delicious but also contributes to the kitten's health. This is from the brand's perspective. The tone is informative and positive. - 00:04–00:06 00:04–00:06 The kitten is shown sleeping on a bed with the text overlay 'Sleep: +16 Hours.' This reinforces the theme of a healthy and restful lifestyle. The message is that the kitten gets plenty of sleep. The audience is experiencing the kitten's life from the brand's perspective. The tone is peaceful and calming. - 00:06–00:09 00:06–00:09 The kitten is playing with a toy, with the text overlay 'Stress Level: 0%.' This highlights the kitten's happiness and low-stress lifestyle. The message is that the kitten is stress-free. The audience is experiencing the kitten's life from the brand's perspective. The tone is playful and energetic. - 00:08–00:09 00:08–00:09 The ad concludes with a shot of the Purina Kitten Chow Naturals logo. This reinforces brand recognition. The message is a clear association between the brand and the kitten's healthy, happy, and stress-free lifestyle. This is from the brand's perspective. The tone is confident and assuring.

# Ad summary This ad shows a cat's “natural beauty routine” that is supported by Purina Kitten Chow Naturals. The ad uses text overlays to identify the key steps in the routine, which include nutrition, sleep, and playtime. # Brand positioning Purina Kitten Chow Naturals is presented as a brand that supports the natural beauty and wellness of kittens. The brand aligns with values of providing delicious and nutritious food, promoting healthy sleep habits, and maintaining low-stress levels for kittens. The brand does not make any comparisons to competitors, nor does it call out any norms in the kitten food space. The brand positioning is a mix of functional (nutrition) and emotional (stress-free) benefits. # Product The product featured is Purina Kitten Chow Naturals, a kitten food with added vitamins, minerals, and nutrients. It is intended to nourish kittens and support their overall health and wellness. The product is presented as delicious and natural, addressing the purchase barrier of whether kittens will enjoy the taste and whether the ingredients are healthy. The food comes in a yellow bag with the brand logo, product name, and images of a kitten and the food itself. # Visual style The ad has a polished commercial aesthetic with smooth transitions and static shots. The production quality is high, and the pacing is consistent throughout the ad. The visual motifs include close-ups of the kitten and product, as well as a focus on natural light. The editing style is smooth, with static shots and no jump cuts. The overall tone is lighthearted and playful. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The video opens with a kitten looking at its reflection in a mirror. This is intended to introduce the “natural beauty routine” concept. The audience is experiencing it from the brand's perspective, positioning the kitten as a focus of beauty and care. The tone is playful and lighthearted, setting the stage for a whimsical narrative. - 00:01–00:04 00:01–00:04 The video transitions to the kitten eating from a bowl next to a bag of Purina Kitten Chow Naturals. This is intended to show that the kitten gets nutrition from the kitten food. The audience is experiencing it from the brand's perspective, showing the product as a part of the routine. The tone is informative, indicating a key aspect of the kitten's well-being. - 00:04–00:06 00:04–00:06 The video shows the kitten sleeping on a bed, with text indicating the amount of sleep it gets. This is intended to highlight the importance of sleep in the kitten's routine. The audience is experiencing it from the brand's perspective, indicating a benefit of the product. The tone is calm and soothing, reinforcing the idea of relaxation. - 00:06–00:09 00:06–00:09 The video shows the kitten playing with a toy, with text indicating a low-stress level. This is intended to show that the kitten leads a stress-free life. The audience is experiencing it from the brand's perspective, indicating a positive outcome of using the product. The tone is energetic and playful, reinforcing the kitten's happiness.