Beet pulp, it'll get it done, and IAMS wanted to play up this very-active ingredient. I had a ball coming up with this reformulation launch idea, as well as writing and designing. Poop-bag ads and Porta-Potty wraps were the finishing touch! Idea tested well with audiences, but brand was still hesitant to push the poop this far – so they shelved it, but over the past couple of years, and with the advances of tech and ai, IAMS officially launched a ''poopscan" app and a "Digestion Hub". This campaign started the movement, and IAMS was finally ready to go.
