IAMS™ Brand Launches First New Creative Campaign As Part Of Mars Petcare

New 75-Second Film Revamps a Classic, Highlights Emotional Connection between Dogs and their Owners

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Jun 24, 2015, 08:05 ET

NASHVILLE, Tenn., June 24, 2015 /PRNewswire/ -- For the first time since becoming part of Mars Petcare in August 2014, IAMS™ Brand has released a new creative campaign with a long-form 75-second film that showcases the emotional connection between a boy and his dog growing up together. In the new work, created by DDB New York, Mars Petcare is staying true to the brand's roots by paying tribute to an iconic piece of communication within the brand's heritage, with a modern twist to connect with today's consumers.

Some bonds are truly unbreakable. Like the one between a boy and his dog Duck. To keep him healthy and active at every stage of life, there's IAMS. Ideal nutrition so you can always look forward to what's next. Discover IAMS for Life at http://bit.ly/K9Zo7m.

The new work comes nearly two decades after the brand released its historic Casey campaign, which highlighted the lifelong story of a girl and her dog. Casey was the strongest performing TV creative in the brand's history. The insight behind the deep relationship between owner and pet still rings true today. Titled Duck, the new creative follows the lives of a boy and his dog, "Duck." The long-form 75-second film dives deeper to reveal the heartwarming story of how the dog got his name and also highlights the important role IAMS™ food plays in keeping dogs healthy and active throughout life.

"As we brought the IAMS™ Brand into our portfolio, it was really important for us to embrace the brand's heritage and stay true to our Mars Petcare vision of making A Better World for Pets™. Reviving a consumer favorite for this re-launch was a great way to achieve both," said Chris Mondzelewski, VP, Marketing, Mars Petcare. "The new creative will guide every aspect of our communications and we are excited for this opportunity to celebrate the positive experiences and meaningful connections pets provide."

Backed by the Mars Petcare vision of making A Better World for Pets™, the IAMS™ Brand is dedicated to being a key component to helping enhance dogs' health at every life stage. Showcasing how individual moments build into a lifetime of memories, Duck is built on the brand's steadfast insight that pet owners wish for their dogs to remain vibrant and active throughout life.

ABOUT THE CAMPAIGN

The new Duck creative campaign is the first work from DDB New York for the IAMS™ Brand since being named Agency of Record in September 2014. The creative will also be accompanied by a new integrated marketing campaign including digital, social, print and PR executions highlighting the special family bond between dogs and their owners. Fans can find the video online, as well as www.facebook.com/Iams or twitter.com/IAMS.

"It's a timeless story of a boy and his dog, and it just fits so well with the IAMS™ Brand Promise. When I first read the script I knew we had a winner. If you tear up from a Word doc, experience tells me, don't let it go!" said Janet Guillet, Executive Creative Director at DDB New York.

IAMS™ products are available now at mass retailers and pet stores nationwide. For more information, visit www.iams.com.

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^® Entrees 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 and 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.

About Mars, Incorporated

In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY^® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a "mutuality of benefits for all stakeholders" — this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Mars Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance. Mars brands include: Petcare – PEDIGREE^®, ROYAL CANIN™, WHISKAS^®, BANFIELD™ Pet Hospital, NUTRO™, SHEBA^®, DREAMIES™ and CESAR^®; Chocolate – M&M'S^®, SNICKERS^®, DOVE^®, GALAXY^®, MARS^®, MILKY WAY^® and TWIX^®; Wrigley – DOUBLEMINT^®, EXTRA^®, ORBIT^® and 5™ chewing gums, SKITTLES^® and STARBURST^® candies, and ALTOIDS^® AND LIFESAVERS^® mints. Food – UNCLE BEN'S^®, DOLMIO™, EBLY™, MASTERFOODS™, SEEDS OF CHANGE^® and ROYCO™; Drinks – ALTERRA^® Coffee Roasters, THE BRIGHT TEA CO.^® tea, DOVE^®/GALAXY^® Hot Chocolate, and FLAVIA^® brewer; Mars Symbioscience – COCOAVIA^®, WISDOM PANEL^® and SERAMIS^®.