{"id":465896,"date":"2026-06-01T16:08:50","date_gmt":"2026-06-01T14:08:50","guid":{"rendered":"https:\/\/llyc.global\/?p=465896"},"modified":"2026-06-01T16:08:56","modified_gmt":"2026-06-01T14:08:56","slug":"when-genetics-becomes-storytelling-this-is-origencriollo-purina-dog-chows-new-venture","status":"publish","type":"post","link":"https:\/\/llyc.global\/en\/marketing\/tendencias\/when-genetics-becomes-storytelling-this-is-origencriollo-purina-dog-chows-new-venture\/","title":{"rendered":"When genetics becomes storytelling: this is #OriGENCriollo, Purina Dog Chow\u00ae’s new venture"},"content":{"rendered":"

Celebrating 100 years in the market is a milestone, but for Purina Dog Chow\u00ae<\/strong> the true challenge of this centennial was to project its leadership into the future through a profound transformation of its portfolio in Colombia. The strategic challenge consisted of translating a century of science into a close, emotional conversation with a real purpose for the country’s families.<\/p>\n

In Colombia, more than 60% of households with pets live with a dog, and the vast majority of them are mutts. Despite their popularity, there is a false social perception that, due to their nature, mixed-breed dogs can be fed generically with “anything.” This notion is reinforced by the commercial label of “unknown breed,” a limiting concept that conditions how owners understand their pets’ health.<\/p>\n

To break down this bias, LLYC accompanied the brand as an integral strategic partner from creative conception and alliance management to the optimization of the agency and media ecosystem.<\/strong> From this joint effort, #OriGENCriollo<\/strong> was born, a campaign where storytelling and scientific innovation came together to prove that, while the exact origin of a mutt dog may be a mystery, its comprehensive well-being must be approached with nutritional precision.<\/p>\n

The great innovation of the project lay in bringing the most advanced science closer to everyday household decisions through an alliance with the BioPetGen<\/strong> laboratory. Through saliva genetic tests, we provided owners with a real tool to decode the DNA of their mixed-breed dogs. By revealing the biological roots of each pet, the campaign delivered evidence of its uniqueness: key data to understand if the dog requires a reinforced high-protein diet due to its energy level, or if it needs a higher fiber intake according to its lifestyle and age.<\/p>\n

The execution of the campaign, which documented the genuine reactions of families upon discovering the origin of their companions, confirmed that brand relevance is built on authenticity. #OriGENCriollo not only consolidates Purina Dog Chow\u00ae’s legacy, but also sets a new standard for how contemporary branding can solve cultural issues by uniting science, strategy, and creativity under a single promise: “Together we protect what matters.”
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