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• KIBBLES 'N BITS JERKY MOP DOG Campaign
• Dog Crazy
• Further Reading

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KIBBLES 'N BITS JERKY MOP DOG Campaign

Overview

In 1993 the Quaker Oats Co. launched a new campaign for its Kibbles 'n Bits dog food. The brand had sold extremely well after its 1981 debut, fueled in part by the creative, high-profile campaign developed by the J. Walter Thompson Company. From 1987 through 1990, however, Quaker had significantly reduced its media bud get for Kibbles 'n Bits, and the product consequently lost both market share and sales to an increasing number of competitors. Recognizing this trend, Quaker decided to refocus its...