# Flying Free-Weight Discs IAMS Strong Dogs Play Frisbee with 'Steel' By Elsa Blaine | Published 2009-05-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/iams-strong-dogs-frisbee References: [leberpr.blogs](http://leberpr.blogs.com/lovepr/2009/05/fabulous-or-forgettable-iams-stronger-dogs-frisbee-campaign-take-our-poll-.html) & [iams.au](http://www.iams.com.au/) We’ve seen how feeding Eukanuba dog food makes for smart dogs, and now sister brand [IAMS](https://www.trendhunter.com/trends/petconnect-by-iams) is showing how strong your dog can be by eating their kibble. The latest ad campaign by [Saatchi & Saatchi](https://www.trendhunter.com/trends/snack-right) of Sydney for the Proctor & Gamble dog food brand, provides dogs with frisbees that look like barbell weights. Depending on your sense of humor you will either find this flying ‘iron’ disc dog toy amusing and effective or strangely disturbing. As an owner of a Frisbee loving dog with an absurdity of his own, I think the surreal [flying free-weight IAMS campaign](https://www.trendhunter.com/trends/playtime-campaign) is brilliant marketing. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 49% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Why This Trend Is Growing - **Smart Dog Products:** There is an opportunity for creating innovative dog toys and accessories that promote physical fitness and mental stimulation. - **Humorous Advertising:** Brands can explore creative and amusing ways to promote their products, capturing the attention of consumers through humor. - **Surreal Marketing Campaigns:** Brands can utilize surreal elements in their marketing campaigns to create a memorable and unique brand image. ### Industries Being Reshaped - **Pet Products:** The pet industry can invest in developing unique and interactive toys for dogs that provide both physical exercise and mental stimulation. - **Advertising:** The advertising industry can leverage humor to create impactful campaigns that resonate with consumers and leave a lasting impression. - **Marketing and Branding:** Brands can incorporate surreal elements into their marketing and branding strategies to differentiate themselves from competitors and attract attention. ## Related on Trend Hunter - [Functionally Focused Dog Campaigns](https://www.trendhunter.com/trends/inflatable-dogs.md) - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [High-Frequency Radio Ads](https://www.trendhunter.com/trends/morrisons-ad.md) - [Sporty Pet-Centric Video Series](https://www.trendhunter.com/trends/purina-pro-plan.md) - [Dog Food Topper Campaigns](https://www.trendhunter.com/trends/skip-the-sauce-challenge.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Heart-Warming Pet Owner Campaigns](https://www.trendhunter.com/trends/cesar-love-like-crazy.md) - [Pet Food Digital Campaigns](https://www.trendhunter.com/trends/purebites.md) - [Dog-Starring Sporty Campaigns](https://www.trendhunter.com/trends/minds-best-friend.md)