Animal Writes
16 February 2000 Issue
Procter & Gamble Buys Iams and Eukanuba

As of August 11th, 1999, Procter & Gamble purchased Iams for over $2.3 billion. "Iams is a terrific business strong innovation, leading brands, global growth, talented people," said Durk Jager, P&G's president and chief executive. "It fits well with P&G strengths, including expertise in health and nutrition. Iams will be an important contributor to accelerating our growth."

Clay Mathile, chairman and owner of The Iams Company, had to say: "This is an exciting growth opportunity for our products and people because P&G understands and respects Iams' mission, which is to enhance the well being of dogs and cats. With P&G, we can further advance that mission around the world."

Procter & Gamble has already started one of the largest advertising campaigns Iams and Eukanuba have ever seen, as managed by Saatchi & Saatchi. Television commercials are on the rise, and pet supplies stores have been given special in-store coupons specifically for Iam's customers, as well as sending representatives to stores to train employees of P&G's goals for Iams, as well as the benefits of the foods.

And for the first time ever, Iams and Eukanuba dog and cat foods will become available in grocery stores. Though the price will remain quite high as compared to store brands, P&G is confident in higher sales.

With this expansion of Iams, P&G has also marketed their other products in pet supplies stores, such as the much debated Febreeze, and Swifter, a tile "broom" for hair removal.

P&G is treading on our territory. They have bought out the leading dog and cat food company, knowing full well that many companion animal guardians are Iams' customers. They have us locked in a corner: If we boycott Iams and Eukanuba foods, our animals will suffer.

But we will not let this be a victory for P&G. Instead, we shall show them that they cannot beat our spirit. Letters and calls of disapproval must be sent to P&G and Iams, as well as pet supplies stores supplying P&G's products. We must tell merchants why we are upset. We must tell Iam's that we are disappointed that a company that boasts caring for animals would be bought out by the world's leading animal-testing company.

Procter & Gamble might have Iams now. To change that, let your voice be heard. 

P&G Contacts: Don Tassone -- (513) 945-8170 Linda Ulrey (513) 983-8975

Iams Contact: Bryan Brown 937/264-7416

The Procter & Gamble Company

PO Box 599

Cincinnati, OH 45201

The Iams Company

7250 Poe Avenue

Dayton, Ohio 45414

Phone: (800) 525-4267 - Fax: (937) 264-7264

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