Smooth Deliveries

The bags are packed, the itineraries are made and all you can think about is the warm ocean breeze just hours away. But your pet's digestion doesn’t get a day off just because you do. For pet parents who feed their four-legged friends IAMS™ pet food, their pet's digestive health is one less thing to worry about, whether they’re taking an action-packed vacation or a relaxing staycation. Thanks to a consistent diet built on the IAMS PROACTIVE 5 benefit system, their pet's wellness is handled every day of the year, helping them truly unwind no matter where they are. This spring break and beyond, the IAMS brand is delivering a can’t-miss reminder to travelers that while they might be dreaming of smooth travels, their pets deserve “smooth deliveries” of their own.

Travelers who went through Orlando Sanford International Airport through March 29 were greeted with a truly unmissable sight: a billboard strategically placed above and over the baggage claim carousel featuring a humorous lineup of oversized pet rears. The hilariously accurate take on pet digestion celebrates the benefit of prebiotic fiber in your dog’s or cat’s diet, which starts with the science-backed nutrition of the IAMS PROACTIVE 5 benefit system.

For pet parents who won’t be traveling through Orlando anytime soon, the brand is letting everyone in on the fun thanks to a social partnership with beloved petfluencer @brodiethatdood. Not only was Brodie recently revealed as the “model” rear on the billboard, but he’ll also appear in content across all IAMS channels with light reminders about the importance of pet digestion.

“At the heart of the IAMS brand lives a purpose to help keep all dogs and cats full of life for more of life, and we know that starts with a healthy gut,” said Mindy Barry, Chief Marketing Officer, Mars Pet Nutrition North America. “Our IAMS PROACTIVE 5 benefit system is how we deliver on that promise, providing a framework for targeted support in five key areas to ensure pets feel their best.”

The brand’s “Smooth Deliveries” installation and its recently launched “Poopface” ad spot are comedic nods to a top benefit of IAMS pet food—supporting healthy digestion. Specifically, the IAMS PROACTIVE 5 benefits offer science-backed nutrition that makes a difference in a pet’s health in five core ways:
Day 1: Healthy Muscles
Day 5: Healthy Energy
Day 10: Healthy Digestion
Day 15: Healthy Immune System
Day 25: Healthy Skin & Coat

The wholesome blend of prebiotics work together to promote a healthy digestive system. Especially with digestive health as a top issue for dog parents, the IAMS brand is here to ensure this essential aspect of pet care isn’t forgotten. With the right nutrition behind them, all pets can live full, vibrant and happy lives—one "smooth delivery" at a time.

Pet parents often find it challenging to understand and assess changes in their dog’s stool. While not a substitute for a veterinary assessment, Poopscan by IAMS can help monitor and prioritize dogs’ digestive health. For more end-to-end guidance on pet digestive health, visit iams.com/proactive5 and be sure to follow the brand on Instagram and TikTok.