EUKANUBA™ Launches New Marketing Campaign To Showcase Brand's Dedication To Healthier, Longer Lives For Dogs

Fueled by the Long Life Study, New Ad Campaign Highlights How to Help Dogs Lead Astounding Lives

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May 18, 2015, 02:29 ET

NASHVILLE, Tenn., May 18, 2015 /PRNewswire/ -- The EUKANUBA™ brand is launching a new marketing campaign to showcase the brand's dedication to providing the most astounding life for dogs. The fully integrated campaign, which launches today, includes new television and print advertising, a redesigned website and updated product packaging.

The campaign, as well as the brand's dedication to healthier, longer lives for dogs, is fueled by the EUKANUBA™ brand's Long Life Study which was conducted over a 10-year span with dozens of Labrador Retrievers. Ninety percent of the dogs in the study lived beyond 12 years, the typical lifespan of a Labrador Retriever. Even more astonishing is that 28 percent of participating dogs lived exceptionally long lives, meaning at least 30 percent longer than their typical lifespan. This includes five of the dogs highlighted in the new advertising - Utah (at age 17), Iowa (at age 17), Georgia (at age 17), Bunny (at age 16) and Clown (at age 16).

"At EUKANUBA™, we're dedicated to assuring the highest quality of nutrition to help dogs lead their most astounding lives," said Javi Neves, EUKANUBA™ Brand Director. "Every ingredient in our food has a specific purpose to promote health and vitality to help ensure the dogs that we feed look and feel their best at every age."

ABOUT THE LONG LIFE STUDY
The Long Life Study was established to better understand how to help dogs lead healthier, longer lives. Dogs in the 10-year study were given proper care and the EUKANUBA™ brand's precise formulation of scientifically proven ingredients and were observed living beyond their typical lifespan.

The study was conducted by a team of leading industry researchers including leaders in the study of animal nutrition, immunology, digestive health, aging and more. The EUKANUBA™ brand followed the lives of Labrador Retrievers in order to better understand how dogs achieve healthy longevity and how nutrition can affect dogs' vitality and longevity. The study findings were reviewed and supported by a distinguished external panel of global experts, including veterinarians, nutritionists, and scientists.

EUKANUBA™ – DEDICATED TO HEALTHIER, LONGER LIVES
With over 45 years of research, EUKANUBA™ food provides 100 percent balanced nutrition that helps dogs look and feel their best at every age. EUKANUBA™ products – available in customized formulas for any life stage – include clinically proven ingredients for exceptional nutrition, providing healthy skin and radiant coat, reduced tartar build-up, optimal digestion and strong lean muscles.

Specifically, EUKANUBA™ products assist dogs with the following:

Dental health: EUKANUBA™ contains 3D DentaDefense, proven to reduce tartar buildup by an average of 46 percent while also supporting clean teeth, fresh breath, and healthy gums.
Healthy skin and coat: EUKANUBA™ contains OmegaCoat, featuring optimal ratios of omega fatty acids
Strong immune system: guaranteed antioxidant levels help support dog's health
Healthy digestion: EUKANUBA™ dog food is easy to digest, with patented natural fiber and probiotic blend
Strong joints and bones: natural sources of calcium to help dogs of all breeds, including large breeds needing additional support

EUKANUBA™ products can be found at pet specialty stores nationwide for a suggested retail price range of $11.99 to $49.99 for dry food, and $1.99 for canned food. For more information, visit www.EUKANUBA.COM/HealthyLongLife.

About EUKANUBA™
With over 45 years of research, EUKANUBA™ offers a complete food lineup, delivering exceptional customized nutrition by lifestage, breed size as well as health and performance requirements. EUKANUBA™ is a pet food brand of Mars Petcare. You can visit us on the Web at http://www.eukanuba.com or at Facebook.com/Eukanuba.

About Mars Petcare
Mars Petcare US is the U.S. operations of the world's largest petcare company at the privately-held Mars, Incorporated. Mars Petcare US produces some of the world's most beloved pet care brands, including PEDIGREE® Food and Treats for Dogs, CESAR® Canine Cuisine, IAMS™ Pet Food, SHEBA® Entrées for Cats, WHISKAS® Food for Cats, GREENIES® Dental Chews and PILL POCKETS® Treats, NUTRO® Pet Food, EUKANUBA® Pet Food and TEMPTATIONS™ Treats for Cats, as well as exclusive brands products for some of the leading retailers in the U.S. Headquartered in Franklin, Tenn., more than 3,700 Mars Petcare US associates make, sell and distribute its high-quality pet food from 20 manufacturing facilities located in communities across the U.S. For more information, please visit www.mars.com.

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SOURCE EUKANUBA