Iams Launches New Campaign Inspired by Real Stories to Showcase the Emotional Bond between Pets and Their Owners

  Iams Launches New Campaign Inspired by Real Stories to Showcase the
  Emotional Bond between Pets and Their Owners

Leading Pet Food Maker Turns to Social Media Community to Choose New TV Spots

Business Wire

MASON, Ohio -- December 03, 2012

The unconditional love between people and their pets is at the center of the
new Iams marketing campaign – Keep Love Strong. The new advertising campaign,
created by Saatchi & Saatchi out of New York, will feature both television and
print ads showcasing the important role premium nutrition like Iams plays in
keeping a dog or cat’s body as strong as their love.

Iams Dog Food Commercial: Keep Love Strong - Welcome Home: Rocky the dog
didn't know why Dawn was go ...

Iams Dog Food Commercial: Keep Love Strong - Welcome Home: Rocky the dog
didn't know why Dawn was gone for so long, but when she showed up in military
camouflage, he was there ready to greet her with the biggest welcome home. So,
to keep Rocky strong and healthy, Dawn chooses Iams dog food. (Photo: Business
Wire)

“Every day we’re inspired by the stories we hear from our consumers about the
love they have for their pets and the important role Iams plays in those
relationships,” said Ondrea Francy, Iams general manager. “One of the most
exciting things about our new campaign is that it was all inspired by real
stories of unconditional love.”

For the first time ever, Iams allowed its Facebook fans to decide which
commercials air first by leveraging crowd sourcing by asking them to choose
the stories that spoke to them the most through “liking”, “sharing” and
“commenting” on Facebook in November. The winning spots will air on national
TV beginning Dec. 3.

“At Iams, we trust our fans and value their opinions a great deal, so we
wanted to give them an opportunity to participate in choosing our next
commercial,” said Francy. “Pet owners continue to love Iams and with the
launch of this new campaign, we feel positive it will resonate strongly with
even more animal lovers since this bond is universal among all pet owners.”

Winning TV Spots Chosen by Iams Facebook Community:

  * Iams Dog Food Commercial: Keep Love Strong - Welcome Home: Rocky the dog
    didn't know why Dawn was gone for so long, but when she showed up in
    military camouflage, he was there ready to greet her with the biggest
    welcome home. So, to keep Rocky strong and healthy, Dawn chooses Iams dog
    food.
  * Iams Cat Food Commercial: Keep Love Strong - Unspoken: Ziggy the cat
    showed up on Jake's doorstep, and they took him in. Jake's family thought
    they saved Ziggy, but as Ziggy helped open the doors to Jake's very
    private world, it became clear that he was the lifesaver.

To see all of the new commercials, go to www.youtube.com/iams or to share your
story of unconditional love visit the Iams Facebook page
at www.facebook.com/iams.

About P&G Pet Care

For more than 60 years, P&G Pet Care (NYSE:PG), the maker of Iams and
Eukanuba, has enhanced the well-being of dogs and cats by providing
world-class quality foods and pet care products. To learn more about
Eukanuba^® and Iams^® Dog & Cat Foods or general pet care and nutrition
information, call the Iams Consumer Care Center at (800) 525-4267. You can
also visit us on the Web at www.iams.com or www.eukanuba.com.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information
about P&G and its brands.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20121203006565/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50495803&lang=en

Contact:

Citizen Paine
Chad Darwin, 213-996-3776
chad.darwin@citizenrelations.com