As one of the most recognizable pet food brands, Purina has a strong presence in the market, but its online presence is dry and corporate. The company seeks to enliven its online presence and engage a new generation of pet owners.
One of the ways a brand can build value is to offer useful information to its audience. "Why Does My Cat...?" is a minisite designed to market the Purina brand by providing insights and tips for cat owners in an entertaining format.
Friendly, humorous, trustworthy
Bradford Prairie & Sean Bacon
Researching common search engine queries beginning with "why does my cat" led to a set of 25 behaviors. Sketches aimed for a charming illustrative style that could be easily animated.
Brief articles about cat behavior build trust in the Purina brand, while the friendly cat animations and exploratory format add warmth and fun for a socially shareable experience. Additionally, the name of the site strategically leverages the start of a common search engine query amongst cat owners, i.e. "why does my cat."