Cat Chow Defense Plus: a protecting shield for your cat
Consistency of the value proposition to reinforce the brand’s positioning
Fruit of a long and solid partnership, CBA B+G was the agency chosen by Nestlé Purina to translate the repositioning of the Latin American brand to Cat Chow’s packaging line.
Through its traditional and recurrent studies for understanding its consumer market, Purina found out that highlighting only the functional benefits of its products was no longer enough, once the entire category does the same and, the most important conclusion, the consumers have changed. They changed their habits, behaviors and their relationship with their cats.
Thus, in order to increase the brand’s relevance through the differentiation of its positioning, it got inspiration from the innovation studies carried out about the category and decided to emphasize the platform of protection, an emotional benefit increasingly required by pet owners.
How to show, through the unquestionable nourishing quality of Purina products, that Cat Chow is able to provide greater protection for a better life – to the cat as much as to its owner? – that was the question we made ourselves. As of this question, we put on the challenge of realigning the packaging communication with the consumers’ new expectations and needs, emphasizing the benefits of a quality nutrition through the elements of design.
The solution was to create a shield as the line’s mandatory graphic element Defense Plus. The icon, present in all of the line’s varieties, highlights each product’s main benefit (Omega 3 and 6, iron, natural fibers etc.) and helps to communicate how each variety was developed to offer a protection shield to the cat’s health.
It was a great project that covered the creation of packages for Brazil, Colombia, Argentina, Mexico, Peru and Chile, with diverse teams involved, travels, photo shooting sessions and a lot of regional network. We also developed a brand book with guidelines for applying the graphic elements, since we are the guardians for Purina Cat Chow in Latin America.
An integrated delivery, comprising from the conception to the implementation, ensuring all cats are provided with the same protection.