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 animation style matched small dog energy: fast, expressive, slightly unhinged. Social and display ads drove to a 'We Know Small Dogs' microsite where the dogs' world lived fully. Each breed-specific execution for Mighty Dog with Cheese! extended the campaign, turning a product feature into a personality moment.Print ads showed the inner life of small dogs — the gap between how they see themselves (apex predators, world explorers) and how they look to everyone else (eight pounds of pure confidence).
Banners and Microsite fueled brand recognition with the product line extension of MIghty Dog With Cheese.
Banners and Microsite fueled brand recognition with the product line extension of MIghty Dog With Cheese.
The Result.
• Built a distinct, ownable brand platform for Purina in the small dog segment
• Built a distinct, ownable brand platform for Purina in the small dog segment
• High engagement on social and microsite from small dog owner audience
• Creative approach recognized for humor, insight, and audience empathy
• Extended successfully across multiple product lines and seasonal executions
