Iams Holds Pet Makeover Sweepstakes

Pet product maker The Iams Co. is looking to capture new customers and has tapped a makeover expert from TLC's Trading Spaces to tout its sweepstakes promotion.

The "Iams Stronger, Shinier, Healthier Pet Makeover" contest kicked off April 1 with a grand-prize package including a trip for two adults and the pet to Loews Miami Beach Hotel and a lifetime supply of Iams pet food. The sweepstakes is part of Iams' "See The Difference" campaign, which is designed to show pet owners the benefit of switching their pets over to their products.

Iams has Trading Spaces star Hildi Santo Tomás and her Labrador retriever, Pluto, on a media tour to promote the sweepstakes. On the tour, which includes television and radio appearances, she gives advice on how to give pets a makeover.

"Tomás and Pluto have been a great fit for the contest," said Iams spokesperson Jenifer Nunnelley. "She talks about Pluto like most people talk about their children."

To enter the contest, owners must submit before and after photos of their pet's makeover. Iams is promoting The Picture People, a mall-based one-hour portrait studio, as the preferred place to have the after photos taken. The studio is accepting coupons from Iams for a free sitting and print, said The Picture People spokesperson Betsy Dunne.

Entry forms can be found at www.iams.com, at pet stores that carry Iams products, or by calling an 800 number to request a free "Iams Pet Makeover" kit.

The sweepstakes runs through November 30. St. Louis-based Fleishman-Hilliard is handling the campaign.

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