Excuse Me... Your Cell Phone Is Barking!: Purina(R) Launches Purina.mobi and go2 Pets(TM), Two Mobile Web Sites Dedicated Entirely to Pets

ST. LOUIS, MO--(Marketwire - September 11, 2008) - Mobile Internet usage has grown tremendously in recent years with more than 54 million Americans accessing the Internet from a mobile device in the past year. By 2012, it is estimated there will be nearly 92 million mobile Internet users in the United States.(1) Since mobile Internet users are likely among the 80 million(2) pet owners in the United States, many may wish to take fun and helpful content regarding their pets with them while on-the-go. With the launch of mobile Web sites, Purina.mobi and go2 Pets, sponsored by Purina, the home computer no longer has pet lovers on a leash. Now anyone with mobile service and a Web-enabled cell phone can access fun and useful pet information anywhere.

Purina.mobi and go2 Pets allow people and their pets to have fun wherever they go by helping them locate pet-friendly businesses, keeping them up-to-date on the latest pet news or providing training tips on demand. If pet lovers are looking for fun and entertainment at their finger tips, all they need to do is visit purina.mobi for free(3) ringtones, wallpapers, games and videos. When searching for dog- and cat-related information, such as the nearest dog park or pet-friendly restaurant, pet owners can turn to go2Pets.com as a fast and helpful resource.

Charlotte Reed, international pet expert and author of "The Miss Fido Manners Complete Book of Dog Etiquette: The Definitive Guide to Manners for Pets and Their People," knows a thing or two about being with her pet on-the-go. Reed is constantly on the road teaching classes, conducting lectures or writing her next book or column and understands the importance of getting timely pet information when not in front of a computer.

"These two mobile Web sites make it easy for pet lovers to access timely information relating to their furry friend while on-the-go," says Charlotte Reed. "Purina.mobi and go2Pets.com provide everything pet owners need to know and all they have to do is reach into their pocket or purse to get it."

Purina.mobi -- Fun on-the-Run

Purina.mobi is the first mobile Web site created by a pet care company and the latest in a series of online innovations from Purina. At the dog park, in the garden or at the vet, pet owners can visit purina.mobi on their Web-enabled cell phone and learn more about Purina brand pet food to help decide what is right for their dog or cat. Dog lovers can test their skills by downloading fun games, including the Incredible Dog Challenge Mobile Agility game. At the same time, cat owners can get tips about resolving stress and ideas for feline treats.

In addition, mobile users will be able to make their phones bark and purr with pet ringtones like the "It's Bacon!" ringtone made famous by the Beggin'® Strips brand. For cat lovers, they will be able to enjoy the sweet sounds of the familiar Fancy Feast® Ping.

go2 Pets -- Info On-the-Go

Traveling with pets just got easier. Purina has teamed with go2 Media to provide pet lovers with all the information they need to make living and traveling with their pets a worry-free experience. This fast and mobile-friendly Web site provides pet lovers with the information they want while on-the-go.

"Working with a world-class brand such as Purina further demonstrates the mobile Web's presence and future as a viable media channel," said Rob Adler, CEO of go2 Media. "Our commitment to delivering compelling and relevant information through the go2 Pets mobile Web site ensures a great user experience."

In case Fluffy or Fido become ill while a pet owner is on the road, go2 Pets serves as a valuable health and safety resource. Simply enter a zip code to find information for poison control, veterinarians, police and fire departments in the area. go2 Pets also provides pet parents with nearby off-leash parks, pet-friendly accommodations, camping, airlines, kennels, weather conditions and much more. Pet lovers can visit go2Pets.com, enter their cell number, choose their carrier and they will receive a text message with a link to where they will find all the information they need when traveling with pets.

"Mobile technology plays a significant role in people's daily lives, and in this on-demand age pet owners are in search of more informative and engaging pet care content," said Laura Lee, Manager of Interactive Marketing at Purina. "As the popularity in mobile technology continues to rise, these innovative mobile Web sites are leading the way and providing pet owners meaningful content right in the palm of their hands."

Upward Mobility

Both Web sites support the growing trend of people turning to mobile Internet devices, which is projected to increase in number of users worldwide at an annual rate of 24 percent.(4) For more information on all things pets while on-the-go, visit purina.mobi or go2 Pets.

About Purina

Nestlé Purina PetCare promotes responsible pet care, community involvement and the positive bond between people and their pets. A premiere global manufacturer of pet products, Nestlé Purina PetCare is part of Swiss-based Nestlé S.A., the world's largest food company.

(1) Source: comScore and The Kelsey Group as cited by Marketing Charts, September 11, 2007

(2) American Veterinarian Medical Association

(3) Nestlé Purina does not charge any fee to use Purina.mobi or download any of its content. But your service provider may. Please check with your service provider to verify your data plan allows for Internet usage and downloads on your mobile phone. Nestlé Purina is not responsible for any costs you incur as a result of using Purina.mobi

(4) According to a May 2008 online study conducted by Instant Survey on behalf of IBM

Contact Information: CONTACT: Josh Rangel: 312.729.4168 GolinHarris or Kerry Lyman: 314.982.2094 Nestlé Purina PetCare Company Valerie Christopherson or Robert Bigleman: 949.608.0276 Global Results Communications for go2 Media