Purina ONE LiveClear has launched a marketing campaign addressing relationship challenges caused by cat allergen sensitivities, featuring television host Nick Lachey and real couples navigating dating obstacles related to feline companions.
The LiveClear, Love Clear video series follows three couples dealing with relationship complications due to one partner's cat allergen sensitivities. The content is available on YouTube.com/PurinaONECat and includes partnerships with Match.com dating platforms.
The LiveClear product targets the Fel d 1 protein, which all cats produce naturally in their saliva. According to company research spanning over a decade, the dry cat food reduces the major allergen in cat hair and dander by 47% starting on day 21 of feeding. The formulation works by neutralizing the allergen at its source in the cat's mouth rather than managing airborne allergens in the home environment.
Relationship strain from cat allergen sensitivities
Industry data indicates significant market potential for allergen-reducing products. Research shows one in five adults experiences cat allergen sensitivities, while a survey by the Human Animal Bond Research Institute and Purina found that 25% of households with cat allergen sensitivities report strained personal relationships due to these issues. Additionally, 13% of respondents indicated they had to choose between their cat and a personal relationship.
The campaign profiles three couples at different relationship stages dealing with allergen-related challenges, from couples considering cohabitation to those who moved in together early in their relationships.
"Turns out the ultimate relationship test isn't meeting the parents – it's meeting your partner's cat," said Lachey. "Purina ONE LiveClear is changing the game for allergen-sensitive couples and cat owners looking for love who want their happily ever after to include their favorite feline."
As part of the marketing initiative, Purina ONE LiveClear partnered with Match.com to introduce profile stickers allowing users to display cat ownership status. The "Be My Purrfect Partner" feature aims to help cat owners connect with potential matches regardless of allergen sensitivity status.
The campaign represents Purina's strategy to address a specific consumer pain point while promoting product differentiation in the competitive cat food market. The approach combines emotional storytelling with scientific product claims to reach both existing cat owners and potential adopters who may have previously avoided cat ownership due to allergen concerns.
According to Petfood Industry's Top Pet Food Companies, Nestlé Purina PetCare reports feeding 46 million dogs and 68 million cats annually through its portfolio of brands including Purina ONE, Pro Plan, Friskies and Tidy Cats. The company employs more than 11,000 associates in the U.S. and maintains a team of nearly 500 scientists, veterinarians and pet care specialists.
