Purina Beneful is all about the special one-on-one relationship between a dog and her owner. As Associate Creative Director and lead Copywriter for Purina at Fallon, I wrote these successful national TV campaign spots for this innovative brand. Yet, while Beneful was seeing off-the-charts growth and popularity in the U.S., the Latin American market proved to be a harder sell. In order to stand out in this crowded and chaotic region, my talented team and I created an entirely new creative platform. With this "Happy owner, healthy dog" imagery and tone, we got the attention of indulgent dog owners, enabling Beneful to take its rightful place in this important emerging marketplace.