Owning a new pet can be an overwhelming experience for any consumer. Young families, in particular, often have many conflicting responsibilities and little time to spare. Purina focused on simplifying these responsibilities for the new pet owner by offering them a complete starter kit that contained everything they needed to care for their pet. Consumers were attracted to the Purina brand packages that featured two custom-designed food and water bowls as in-pack items. For a very reasonable price, consumers could purchase the kit that included a measuring cup for the pet food, a leash for dogs, a brush for cats, an appropriate pet toy, and a pet care book. This retailer specific program was executed nationally with Target stores. Promoted exclusively via the colorful packaging graphics and ad copy, the distinctive kits had prominent placement on shelves and end aisle displays.
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