ALPO

Below is the re-branding I worked on for Purina’s Alpo.  We came up with ‘AL: The Voice of Every Dog’. Our design team took the concept, built on it, redesigned their corporate site, and developed an engaging social experience on Facebook.

I wrote all the copy.

We decided a multi-tabbed FB experience would work best. We used our wall to connect with consumers, like asking people to submit photos of their dogs. Boy, do people like to submit photos of their dogs. We also seeded our Facebook feed with messages from ‘AL.’

 

 

 

This was our callout to get involved with our Facebook experience. It was far more engaging and fun.

We once posted a photo of a really cute puppy and in the voice of ‘AL’ asked people to give me a caption.

We received 400 captions in two hours… on Facebook.

 

 

For a quarterly refresh, we created several profile pics to put on the page as a way of bolstering the concept of ‘AL’ as the voice of all dogs. It made sense that he had more than one profile pic.

Fun rich media execution. The user’s cursor controlled the can, and the closer it was dragged to the dog’s mouth, the more drool would drip from his lips.

Below is Al’s Canine Communicator, a mobile app we pitched to complement the campaign.

It was simple. Your dog starts barking, hit the button, capture it in your smartphone.

Through advanced AI, it translated barks into texts.

Practical application of AI and digital innovation at its finest.

We had created a compelling online branding campaign and social experience. It led to more opportunities within Purina. In the end, we walked away from the business. There just wasn’t enough meat on the bone.

After rebranding Alpo at Razorfish, McGarryBowen hired me to help with their rebranding of Alpo.