The Objective. Small dog owners are a specific breed. They know their dogs aren't just small versions of big dogs — they're a completely different kind of animal, with their own energy, their own attitude, and their own idea of what a good day looks like. Purina needed to speak to that owner in a way that felt like genuine understanding, not marketing.
The Insight. Small dog owners believe their dogs are unique — opinionated, energetic, and absolutely certain of their own importance. The best way to reach someone who knows their dog better than anyone is to prove that you know their dog too. Not as a category. As a character.
The Work. We Know Small Dogs became the platform — and the proof was in three dogs: Max, Goose, and Rocky. Each one a distinct personality. Each one living a daily adventure where ordinary household objects became epic challenges and every trip outside was a quest.
The Result.
• Built a distinct, ownable brand platform for Purina in the small dog segment
• High engagement on social and microsite from small dog owner audience
• Award-winning creative recognized for humor, insight, and audience empathy
• Seamless extensions across multiple product lines and seasonal executions
• Built a distinct, ownable brand platform for Purina in the small dog segment
• High engagement on social and microsite from small dog owner audience
• Award-winning creative recognized for humor, insight, and audience empathy
• Seamless extensions across multiple product lines and seasonal executions
