Purina Pro Plan is a global advanced nutrition brand for dogs and cats, recognized for bringing together science, performance and care. In a rapidly growing and changing pet food category, pet owners’ expectations are also evolving: they research more, seek a deeper understanding of product benefits and want to make increasingly informed decisions about their pets’ nutrition.
As a leading brand in science-based nutrition, Pro Plan continues to innovate to keep pace with this evolution and push the boundaries of advanced nutrition. The challenge was to make its scientific benefits increasingly clear, relevant and easy to understand, while retaining the depth and authority that underpin the brand.
In Latin America, this process also involved evolving the entire packaging range within a short timeframe, making communication more modern, simple and direct at the point of sale. At the same time, it was essential to reinforce scientific credibility, maintain consistency with Pro Plan’s global brand codes and meet the new expectations of consumers who are highly involved in choosing their pets’ food.
The central question was: how can a super premium brand and leader in science-based nutrition evolve to meet pet owners’ new expectations while maintaining the identity, global consistency and authority that have made it a worldwide reference?
Advanced nutrition, simplified choice
In the dog and cat food category, choice combines reason and emotion. Pet owners want to offer the best for their pets and arrive at the point of purchase increasingly well informed, faced with a wide range of brands, formats, benefits, ingredients and technical messages.
For Pro Plan, science is a competitive differentiator. The opportunity was to make that science even more accessible and relevant across all touchpoints, communicating advanced benefits in a simple, clear and easy-to-understand way.
The creative idea guiding the project was “Advanced nutrition, simplified choice”: an expression of Pro Plan’s ambition to continue offering the most advanced nutrition while making it easier for pet owners to understand and choose.
In packaging, this meant making Purina Pro Plan’s scientific authority apparent within seconds. Ingredient, benefit, life stage, pet size and scientific evidence needed to work together to help pet owners find the right solution with greater confidence, without diluting the brand’s super premium codes.
A global system adapted to Latin America
To accelerate the project, CBA B+G led an intensive one-week workshop to define the key strategic directions. Consolidating this phase helped align teams, reduce back-and-forth and bring greater focus to the development process.
With this direction in place, the work moved forward with two simultaneous objectives: to evolve Purina Pro Plan’s brand expression in the region and assess the adaptation of a new global packaging system for Latin American markets.
As Pro Plan is a global brand, ensuring international consistency was essential. At the same time, the way it communicated its value proposition needed to respond to Latin American consumers’ codes, habits and expectations, making the benefits of advanced nutrition increasingly clear and relevant.
To support this decision, CBA B+G conducted a Co-Creation Sprint with real consumers. Different visual routes were tested, including an adaptation of the global layout, allowing the team to evaluate territories, concepts and packaging stimuli throughout the process.
The final design retained the foundations of the global system, with adjustments to improve clarity and impact at the point of sale. The information hierarchy was refined, ingredients and benefits became more prominent, and the dry and wet food ranges were brought together within a more integrated, scalable and easy-to-navigate visual system.
Clearer science for simpler choices
The result is more modern, super premium and straightforward packaging, designed to help pet owners quickly identify the right solution for their pets. At the point of sale, the new packaging communicates ingredients, benefits and scientific evidence more clearly, while preserving key brand assets and making the portfolio easier to navigate.
But the evolution goes beyond packaging. The project strengthens how Pro Plan communicates its leadership in science-based nutrition to consumers who research more, seek a deeper understanding of products and expect relevant information to make conscious decisions.
For Nestlé Purina, the work also established a more efficient model for innovation and packaging in the region. The combination of a focused strategic phase, consumer insights and the regional adaptation of a global system reduced uncertainty, accelerated decisions and created a scalable foundation for future launches.
Through this evolution, Purina Pro Plan reaffirms its super premium position in the pet food market: a brand that continues to push the boundaries of science to offer the most advanced nutrition, turning knowledge into care, performance into confidence and information into a simpler choice.
