# Humorous Pet Health Campaigns
IAMS Promotes its PROACTIVE 5 Benefit System with Smooth Deliveries

By Kalin Ned | Published 2026-03-30 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/smooth-deliveries
References: [citizentribune](https://www.citizentribune.com/news/business/the-iams-brand-delivers-whole-body-health-for-smooth-deliveries-at-home/article_3e6c1d33-8838-5dde-bf35-caf972eeb6db.html)

![Humorous Pet Health Campaigns](https://cdn.trendhunterstatic.com/thumbs/606/smooth-deliveries.jpeg)

IAMS has introduced a humorous marketing campaign called 'Smooth Deliveries' to promote its PROACTIVE 5 benefit system, which includes a blend of prebiotics, natural fibres, and essential nutrients formulated to support digestive health in dogs and cats.

The Smooth Deliveries campaign features a temporary installation at Orlando Sanford International Airport, where a baggage claim carousel was transformed with oversized, fluffy pet rear displays. This was accompanied by a social media partnership with a popular pet influencer — @brodiethatdood — to extend the playful messaging about digestive wellness.

IAMS' PROACTIVE 5 system is structured around five targeted benefits that develop over time, with healthy digestion specifically supported by day ten of consistent feeding. By framing the benefits in a time-based progression — from muscles and energy to digestion, immunity, and coat health — the brand offers a clear, easy-to-understand framework that helps owners know what to expect and when.

Image Credit: IAMS