One Brand of Ice Cream You May Not Want to Eat
November 25, 2013 ‐ 0 comments

frosty_paws5_story_portrait
We at BrandCulture are always thinking about brands, brand extensions, brand partnerships, parent brands, sub-brands… you get the picture. You’d think we’d have seen it all by now, but there are still some brands that stop us in our tracks.

Here’s one that caught our eye the other day while shopping at our local grocery store: Purina Frosty Paws ice cream for dogs. Brand architecture issues aside (it’s produced by Nestlé’s through Nestlé Dreyer’s Ice Cream Company and branded as Purina), we admit we were initially stymied.

Our first thought: was it a novelty ice cream for humans? After all, the product was nestled in between Cherry Garcia and Drumsticks. But, the red and white Purina logo featured prominently on the container, and upon closer inspection we found the box read “Nutritious Snacks Your Dog Will Love.

The packaging was just so doggone cute, we wouldn’t have been surprised to see a toddler start clamoring for it. Fear not—it probably wouldn’t have too adverse an effect on humans. The product appears to be edible, but is made blander for dogs and without the sweeteners humans are accustomed to.

The most interesting tidbit we found in our Frosty Paws research? The fact that Purina actually conducted ‘consumer’ research into dogs’ preferred tastes to come up with a second flavor. One “woof” for vanilla, and two “woofs” for peanut butter? The world may never know…

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