Purina put up a survey in order to study shoppers behavior over its premium Pro Plan brand. Getting more intimacy on their dogs’ stories, they realized that there is a journey in pets’ lives. Moments when they need a better care. The challenge was to create a unique and strong identity that could explain the products portfolio that became divided by dogs’ life moments, without losing the connection between the owners and the brand. Another highlight was also the need to introduce more emotion to the line, considered to have a more scientific visual language.
To keep the connection between brand and consumers and achieve a pattern, the black color from the brand was maintained in the background and over it we applied the colors that differentiate each moment from dogs’ lives – there are different varieties for small breed dogs and large breed ones. Reinforcing the brand’s concept about nourishing the bonds of an unconditional care, the dog comes as a protagonist and in close appearance, in each package, highlighting the eyes, hair and snout, demonstrating a healthy animal. The icons, simpler and didactic, clearly explain what the product offers.
Pro Plan’s new packaging brings the product benefits to life and creates a better product experience rooted in an emotional understanding of consumers’ relationships with their dogs. The new product outperformed our main competitors and garnered significantly higher purchase intent than our previous packaging. The new design amplifies our science and technology credentials and clearly highlights product benefits and RTBs. The image of the dog and “Moment of Truth” labels differentiate the packaging from other products on shelf.