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Mars is planning to relaunch its Pedigree Advance specialist

veterinary brand, supporting it with a pan-European marketing campaign,

likely to be worth several million pounds.

Advance, which is positioned as a technologically superior product that

boosts dogs' immune systems, is available through the pet trade and

vets. The revamped product is set to receive a new visual identity and

packaging and be backed by a through-the-line marketing push. The

relaunch is understood to be scheduled to take place sometime next

year.

News of the proposed relaunch comes hot on the heels of Procter &

Gamble's unveiling of its Iams Senior range of petfoods in UK grocery

stores.

The product is said to slow the ageing process in pets by preventing the

deterioration of older pets' autoimmune systems. P&G is putting a pounds

28m through-the-line campaign is behind the brand, including television

ads by Saatchi & Saatchi (Marketing, April 19).

A spokeswoman for Pedigree Masterfoods, the division of Mars that

includes petcare brands such as Pal, Kitekat and Pedigree Chum, said the

company was giving the proposed relaunch some serious consideration.

'We are in the final stages of consumer research into the Advance

brand's positioning, its identity and how it communicates with

consumers,' she said. 'A final decision on whether to proceed with the

relaunch will be taken over the next five or six weeks.'

The Grey Group has worked on marketing the Advance brand in the past.

However, as Marketing went to press, it was not known whether the agency

would be involved in the proposed relaunch project.

The Advance range, which includes different branded products for dogs of

various ages, claims to help maintain a strong immune system and a

healthy skin and coat, and to benefit the digestive tract and oral

health.

Amsterdam-based European marketing director of specialist veterinary

products Alexander Ribbink heads marketing for the brand.

Ribbink, who joined from Unilever in February as part of a wider

restructuring of the Mars European petfood business, was unavailable for

comment.

Prior to joining Mars, Ribbink was brand development director of

Unilever's Iglo-Mora division.