IAMS has installed a massive billboard directly above the baggage claim carousel at Orlando Sanford International Airport. The outdoor placement features a row of oversized dog and cat rears positioned just above where travellers collect their luggage. The physical setup connects the concept of uninterrupted travel with “Smooth Deliveries” for pets at home.
The brand uses the airport environment to address pet digestion. While passengers wait for their bags, the oversized visual forces immediate attention toward a common household issue. The execution strips away traditional pet food messaging and relies entirely on a physical joke about bowel movements. This structural placement ensures high dwell time from a captive audience of returning travellers.
The campaign supports the IAMS PROACTIVE 5 nutrition system by focusing specifically on the inclusion of prebiotic fibre. The visual of the central dog rear belongs to popular digital creator Brodie That Dood, who acts as the primary model. By using a recognisable internet figure on a physical billboard, the brand creates a loop between airport foot traffic and social media platforms.
The strategy sidesteps standard broadcast commercials to intercept pet owners during a high stress transit moment. Placing the advertisement at the end of a trip serves as a physical reminder of pet care routines. The brand avoids complex veterinary language and instead uses the “Smooth Deliveries” tagline to frame gut health as a basic daily requirement.
Campaign Name: Smooth Deliveries
Agency Name: adam&eve\TBWA
Brand Name: IAMS
Location: United States
