Activation carried out in parks, streets and avenues also includes radio advertisements
Due to high temperatures and increasingly frequent heat waves, Purina carried out an action in partnership with Publicis to alert owners about the unfeasibility of walks due to the risk of burns on hot days.
The brand created warnings that were imperceptible at less than 27ºC, but as soon as temperatures rose, the heat reacted to the special paint used, and they turned red and alerted owners that walks were no longer safe. This is because when the air temperature is 27º C, the asphalt can reach 52º, causing serious injuries to dogs’ paws.
The alerts also included a QR Code so that guardians could register and receive notifications connected to the Weather Report and, when the weather is not favorable for walks, a notification was sent. The service is still available.
“Purina believes that people and pets live better together and the walk should always be a moment of relaxation and connection between the owner and their pet. By offering extra security for this occasion, we can contribute to more happy and healthy moments that go beyond of animal nutrition”, says Julia Valente, marketing director at Purina.
The action took place in the main parks, streets and avenues of Greater São Paulo and also included blitzes in Ibirapuera and Villa Lobos parks, radio advertisements, in addition to the activation of Purina’s entire consumer base.
