A complementary wet food, available in chicken or salmon flavours, developed by Purina®'s team of veterinarians and nutritionists to help support feline hydration by integrating easily into the cat’s daily feeding routine. Its formula includes prebiotics, which contribute to maintaining a balanced gut microbiome and improving digestive health.
ATC – All Things Communicate, a long-standing partner in many of Purina®’s key projects, oversaw the development of all online and offline assets for the product launch across both mass retail and eCommerce channels.
In the key visual, the Hydralife logo is paired with a large water droplet and the campaign’s hero cat, set against a background scattered with smaller droplets. The headline engages pet owners with a simple and direct question: “Is your cat staying properly hydrated?”, a message that opens the door to a deeper dive into Hydralife’s benefits, clearly presented through an intuitive icon system.
ATC theatricalised the point of sale by mapping out the entire path to purchase: from branded security gate panels to trolley flags, and finally at shelf level, with neck hangers, multi-format displays, and floor graphics.
The launch was supported online by a robust display campaign and direct engagement with Purina®'’s community through a DEM saga. To complete the activation, a special Hydralife cuvette was developed for the trade, featuring an informational leaflet.