BizSugar.com › Success Stories › Milk-Bone Shows the World “Through a Dog’s Eyes”

Milk-Bone® has been the category leader in dog biscuits for more than 100 years – so much so that the brand was entering into a dangerous territory – commoditization. It was evident to brand leadership that they needed a clear point of differentiation for Milk-Bone. In fiscal year 2010, Milk-Bone turned its marketing efforts toward raising the profile of Canine Assistants, the brand’s long-time charitable partner, which provides assistance dogs to people with disabilities. As part of the “It’s Good to Give” campaign, the Milk-Bone brand returned to television with its first advertisements in more than 10 years, followed by agreeing to be the exclusive sponsor of a primetime PBS documentary, highlighting Canine Assistants and the incredible impact they have on the lives of people with disabilities.