Iams Introduces New So Good! Giving Pet Parents the Value They Want and Quality Their Dogs Need

  Iams Introduces New So Good! Giving Pet Parents the Value They Want and
  Quality Their Dogs Need

  Pet Food Maker Launches New Campaign Asking, “What's Really In Your Bowl?”

Business Wire

MASON, Ohio -- July 1, 2013

The surprising truth is that some leading dog food brands add ingredients that
don’t necessarily contribute to a dog’s health and well being. Recently, Iams
announced its newest line of dog food – So Good! – made with 100% wholesome
ingredients and no added sugars, dyes or artificial preservatives. Some
leading dog food brands, like Pedigree, Beneful, Dog Chow and Kibbles ’n Bits,
may add things like Red Dye #40 or corn syrup, so the leading pet food maker
is launching a national campaign and asking dog owners, “What’s Really in Your

Iams So Good! Dog Food (Photo: Business Wire)

Iams So Good! Dog Food (Photo: Business Wire)

“At Iams we believe every pet and every owner deserves the very best nutrition
at an affordable price; So Good! is a fantastic food dogs will love and their
pet parents will love the lower cost too,” said Kristine Decker, marketing
director for Iams North America. “We want to give dog owners the facts about
what ingredients are in some of the other leading brands so they can decide if
they want added sugar, dyes or artificial preservatives in their dog's bowl.”

To help launch So Good!, and start a conversation among pet owners, a new Iams
television ad recently launched. Developed by Saatchi & Saatchi (New York),
the new commercial called 'Real Love' (:30/:15) features Harvey, a
Beagle/Corgi blend, and his actual owner Hannah. Iams is all about celebrating
the unconditional love between people and their pets, so the spot highlights
the special bonding moment when it’s meal time. When the ad team talked with
Hannah during the TV shoot about the ways Harvey showed his love when it came
to his food, she said he likes to spin; that authentic behavior is featured in
the final spot.

The new Iams So Good! campaign will also include print, digital (web and
iMedia), PR and social media activities.

Dog owners can show their love by feeding So Good! to their best friend – a
tasty food that includes protein-packed chicken, veggies, fruit and crunchy
kibbles. The newest food from Iams can be found in the pet food aisles at mass
retailers, grocery and pet specialty stores for a suggested price of $9.99 for
a 6.3 lb. bag; $14.49 for a 13.5 lb. bag; and $22.49 for a 27 lb. bag.
Specific product details include:

  *Irresistible Chicken Flavor –bowl licked clean, satisfaction guaranteed*
  *Veggies & Fruit– natural fiber for a healthy tummy
  *Protein-Packed Chicken– to help with a strong, healthy body
  *Crunchy Kibbles– to keep dogs’ smiles bright

In order to help consumers find out what’s really in the food they’re
currently feeding their dogs, Iams created www.WhatsReallyInYourBowl.com.
Visit the interactive site to compare new Iams So Good! against Pedigree,
Beneful, Dog Chow and Kibbles ’n Bits. To learn more, pet owners can also
visit Iams.com/SoGood.

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.

*Iams So Good! offers a 100% satisfaction guarantee.

Photos/Multimedia Gallery Available:



Citizen Paine
Heather Wilkins, 949-809-6766
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