Proctor and Gamble have just launched damage control ads in 59 major newspapers explaining the steps that they have taken to ensure their customers that the tainted pet food issue is seriously being addressed. Advertising Age covers this launch nicely.
I hope this effort is successful for Proctor and Gamble, but one issue that alerted me when the event first surfaced was that IAMs wet products were manufactured by Menu Foods. Since I equate Menu with cheap, I was immediately questioning the quality of the IAMs brand. I asked myself, "If IAMs is so superior to other brands, how can that be if it is made by Menu?" Is it just marketing spin? Are all the brands made by one place? I suppose with a little research you could determine where the truth lies. But the bottom line is the superiority of the brand has taken a body blow. Before this event I thought the IAMs brand was the high road, now I view it on the same foot path as every other brand including house brands.
It will be interesting to watch the brand recover. Proctor and Gamble are brilliant when it comes to brand, but this episode is a very serious breach of trust. A perfect opportunity for pet brands NOT involved in the recall. Is your trust in the "premium" pet brands compromized?
Ed
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