# Awareness-Boosting Animal Balloons IAMS' Stuck Balloon Brings Attention to Pets' Weight Health By Laura McQuarrie | Published 2024-11-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/animal-balloon References: [prnewswire](https://www.prnewswire.com/news-releases/iams-brand-gets-oversized-dog-balloon-stuck--on-purpose--en-route-to-parade-to-raise-awareness-of-the-issue-of-overweight-dogs-302315505.html) & [instagram](https://www.instagram.com/p/DCw74mSJYar/)  For the Chicago Thanksgiving Parade, IAMS intentionally stuck a portly animal balloon between two buildings to bring awareness to the issue of overweight dogs. IAMS pet food partnered with a real-life overweight dog named Waylon, and put his story front and center this holiday season—a time when people are especially guilty of over-indulging and treating beloved furry companions in excess too. Although the two-storey balloon version of Waylon wasn't officially entered in the parade, he captured plenty of attention from members of the public curious as to why the blow-up dog was stuck where it was. Passersby were prompted to scan on-site QR codes and learn more about the IAMS Healthy Weight Dog Hub, and the real Waylon's healthy living journey. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 55% | Activity: 64% | Freshness: 31% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### What's Driving This Trend - **Giant Awareness Campaigns:** IAMS' creative use of a large balloon to highlight health issues sets a new standard in impactful public awareness campaigns. - **Pet Health QR Codes:** The integration of QR codes for on-the-spot information sharing brings a modern twist to educating the public about pet health. - **Holiday Marketing Strategies:** Leveraging the holiday season to highlight important health issues can transform how brands interact with consumers during festive times. ### Who This Affects Most - **Pet Food Industry:** Brands like IAMS are innovating in the pet food market by integrating health awareness into their marketing campaigns. - **Outdoor Advertising:** The use of oversize, attention-grabbing installations in public spaces opens new opportunities for outdoor advertisers. - **Tech-empowered Marketing:** Marketing campaigns that incorporate technology such as QR codes are reshaping how messages are delivered in the advertising sector. ## Related on Trend Hunter - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Pop-Up Pet Screenings](https://www.trendhunter.com/trends/lamph-posts.md) - [Idyllic Pet Pop-Ups](https://www.trendhunter.com/trends/the-best-pet-house-ever.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Heart-Warming Pet Owner Campaigns](https://www.trendhunter.com/trends/cesar-love-like-crazy.md) - [Animal-Focused GLP-1 Supplements](https://www.trendhunter.com/trends/aimia-pet-health.md) - [Dog-Focused QSR Campaigns](https://www.trendhunter.com/trends/hot-dog-on-a-stick.md) - [Pet Play-Centric Campaigns](https://www.trendhunter.com/trends/playtime-campaign.md) - [Consoling Hot Dogs](https://www.trendhunter.com/trends/emotional-support-dogs.md)