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2007 B.O.Y. Marketing Programs
April 2007
Trade Program May - June 2007
• In-market – May/June 2007
• Canine Greenies®
- Pet Specialty -12 oz. Greenies® Treat-Paks™
(bonus creates a 15 oz. package)
- FDM – 9 oz. Greenies® Treat-Pak™
(bonus creates 12 oz.)
- In-store excitement with attention-grabbing displays
• Feline Greenies®
- Display program
- Ad Activity
• Greenies SmartBiscuit®
- Display program
- Ad Activity
• Pill Pockets®
- Display program
2007 Greenies® 25% More FREE Bonus Bag Promotion
Trade Program July - August 2007
• In-Market: July 2 – August 31
• In-ad coupons:
- $5.00 Off 30oz/27oz Canister and $2.00 Off
Greenies® SmartBiscuit® 16oz box for Pet
Specialty Retailers
- 9oz Package focus for FDM
• Display Incentive:
- Greeniestock™ T-shirts for Retail Associates
with every 30oz Canister Display
Trade Program September - October 2007
2007 Feline Greenies® Re-Launch
• In-market: September 2007
• Available in 3 oz.
• New brand centric packaging
• New feature display
• Consumer Pull campaign driving trial and awareness
• Product update- Improved palatability
- New product design
Trade Program September - October 2007
2007 Greenies® Lifestage Launch
• In-market: October 2007
• Junior, Lite and Senior
• Line Pricing Strategy
• New brand centric packaging
• New feature display and display incentive for retailers
• Consumer Pull campaign driving trial and awareness
Trade Program November – December 2007
• In-market – October 2007
• Eye-catching display that include all Life stages and SmartBiscuit®
• Mail-in rebates on all 30oz Greenies® canisters
• In-ad coupons for SmartBiscuit®, Feline Greenies®
• Thematic Feline Greenies® display tower
2007 Seasons Greenies™ Promotion
GREENIES® Brand 2008
2007 Consumer Program
2007 GREENIES® Consumer Program
Consumer Print Campaign
310 million impressions generating 325,000 samples from ads in:
- 6 Consumer Books Real Simple
Oprah
Cooking Light
Traditional Home
More
Martha Stewart Living
- 5 Enthusiast Books The Bark
Dog Fancy
AKC Family dog
AKC Gazette
AKC e-Newsletter
- 7 Vet Books- 2 Retail Books
“Bulldog” Creative until September 2007
2007 GREENIES® Consumer Program
Virtual Sampling Campaign
• Performance Networks, Search
Marketing, Email Campaign
- 455 Million Impressions generating
325,000 samples
• FSI Plan
- 70 million Impressions to generate
284,000 samples
- 2 canine FSI’s with $1.00 coupon
• Refer-A-Friend Campaign
- Leverage Database of 700,000
consumers to get free samples to
their friends
2007 GREENIES® Consumer Program
Consumer Plan Launches in Canada
• Print Plan Dog Enthusiast, Vet, Trade Pubs
• New website
• Intro FSI 3/31 Coupon; 3.6MM Circ
• Chews to Care PR campaign
- National Trainer Spokesperson
- Vet Rebate
- Veterinarian Direct Mail
2007 GREENIES® Consumer Program
Feline Greenies® Re-Launch and Greenies® Lifestage Launch
• Feline Greenies®
- Print Plan: 21 Magazines: Consumer, Enthusiast, Vet, & Trade
139 millions impressions
- Virtual Sampling Campaign via search marketing and email
- Re-design website
- 2MM Direct mailed Samples/Coupons to Cat Owners
- Intro FSI 9/30 with Coupon and 45MM Circ.
- Vet Direct Mail + Sponsor Cat Dental Health Education at 2 Vet Shows
• Greenies® Lifestage Introduction
- National FSI 10/21 with coupon
- Print Plan 11 Magazines
- Oct/Nov Full Coverage Both Brands
2007 GREENIES® Consumer Program
Veterinarian Thought Leadership
Objective: Grow the Oral Health category
• Strategy: Advance Practice of Best Medicine in Oral Health
- Promote concept of “Oral Assessment, Treatment &Prevention (ATP)
3-article series in leading magazines
Published Webinar proceedings
Creation of new Industry Council and new educational website
- Work with AAHA to publish stream-lined dental care guidelines
Key Conference presentation, webinar and direct mail
- Sponsor Industry Roundtable: Beyond Dental: Advancing Pet Oral Health”
• Strategy: Advance Science of Oral Health and Treats
- Publish Biometrics technical report in Veterinary Medicine
• Strategy: Improve Credibility of Greenies Products
- National Print Plan in 8 magazines
- Promote 3 Greenies studies for publishing peer-reviewed journals – solubility, VOHC and biometrics
- Feline Direct Mail with detailer and Brochure
