{"id":26296,"date":"2023-08-25T13:43:55","date_gmt":"2023-08-25T11:43:55","guid":{"rendered":"https:\/\/cba-design.com\/france\/?post_type=projets&p=26296"},"modified":"2023-08-25T17:28:05","modified_gmt":"2023-08-25T15:28:05","slug":"purina-dog-chow","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/france\/en\/projects\/purina-dog-chow\/","title":{"rendered":"NESTL\u00c9 PURINA Dog Chow: Together, life is better"},"content":{"rendered":"\t\t
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\/ background<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Suggesting a value coherence.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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DOG CHOW\u00ae is Nestl\u00e9 Purina<\/a>\u2019s leading brand in Latin America, and despite its high-perceived brand value and growing market share, it aims to become the indisputable leader of the premium segment.<\/p>

As a result of the traditional and recurrent market and consumer analysis conducted by Purina, the conclusion was that a brand differentiation opportunity would include a repositioning and portfolio improvement, covering message, product and packaging, to build a consistent communication with the target and increase engagement.<\/strong><\/p>

On account of our regional field of operation and long business partnership with Nestl\u00e9 Purina, the CBA B+G team was invited to join the project, adding critical and creative thinking skills to this major work of strategic repositioning of the\u00a0DOG CHOW\u00ae brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\/ TRUE VISION<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Shine.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We started our work in Saint Louis, Purina \u2019s Headquarter. We led an extensive workshop on Brand Senses, a methodology that explores the brand future and the five senses, helping to establish the principles that will guide the brand identity.<\/p>

During this time, we discussed the portfolio architecture with a multidisciplinary team consisted of all Purina\u2019s Latin America market leaders, concluding that the core brand territory should be the quality of life \u2013 nutrition totally linked to the dog\u2019s quality of life.\u00a0Many ideas to express the brand territory were tested and assessed, and the winning concept was the \u2018shine\u2019: a well-cared and well-fed dog, has a shiny coat.<\/b><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Extralife\u00ae<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To build the new identity, all the elements \u2013 nutrition, care and shine <\/b>\u2013 were considered and developed as strong brand characteristics. This way, being consistently communicated, they provide a real experience in all the touchpoints.<\/p>

To highlight the nutritious advantages, we enhanced the maximizing nutritional component Extralife\u00ae,<\/em> present in the product\u2019s composition, that has the property to delay aging and help the dog keep fit.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Pictures convey the careful relation between owner and dog, showing their interaction and emotional closeness, reinforced by the new tagline adopted \u2013\u00a0Together, life is better.<\/em><\/b><\/p>

The green color, outdoor life, natural ingredients, all the elements that suggest the caring relation that makes a dog shine, are covered. A new logo was also conceived: in the shape of a hexagon, referring to the pet\u2019s identification tag.<\/b><\/p>

Moreover, as part of a regional project encompassing several Latin American markets, we developed the Brand book with all the brand\u2019s strategic guidelines, including\u00a0DOG CHOW\u00ae’s portfolio architecture, guidelines for packaging applications, printing material and all the brand\u2019s touchpoints.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Did you like this project?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n \t\t\t\n \t\t\t\t \n Let's talk!<\/span>\n <\/span>\n \t\t\t<\/a>\n \t\t<\/div>\n\n \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[385],"industry":[405],"services":[419,427,431],"project_tags":[],"class_list":["post-26296","projets","type-projets","status-publish","hentry","business_needs-relevance","industry-petfood","services-activation","services-identity","services-packaging"],"acf":[],"lang":"en","translations":{"en":26296,"fr":26224},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets\/26296","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets"}],"about":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/types\/projets"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets\/26296\/revisions"}],"predecessor-version":[{"id":26304,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets\/26296\/revisions\/26304"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=26296"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/business_needs?post=26296"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/industry?post=26296"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/services?post=26296"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/project_tags?post=26296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}