A long-standing partner of Nestlé Purina®, CBA B+G was responsible for developing the visual concept of the new Purina® DOG CHOW® product line for adult dogs in Latin America. Through detailed analysis of the market and its shoppers, Purina® identified that the search for tasty nutrition for our pets has gained importance in recent years.
Reinventing canine nutrition
To increase the brand’s relevance and differentiate its positioning, Purina® put the consumer first and carried out several studies to develop new concepts to complete its portfolio. The aim was to launch a new product line for Purina DOG CHOW® in Latin America that would satisfy the need to offer nutritious and tasty food, presented in an easy-to-understand way. And thus increase the brand’s market share.
Development of the new range
The new Purina® DOG CHOW® product line has been developed for adult dogs, emphasizing taste without renouncing nutrition. There are four new 100% complete and balanced dry foods: Multiprotein, Triple Protein, High Protein and Protein Selection. All the products include the EXTRAlife® component, which helps maximize dogs’ quality of life, and are free of artificial colorings.
Visual strategy that highlights taste
Based on conceptual tests with dog owners, we developed a design system that provides greater visibility of the flavors, reinforcing appetite appeal. The naming of the products received special attention, highlighting the benefits, their breed and the stage of life of the pets. Color blocks were used to categorize the products, seeking clearer and more visual communication that helps with the moment of purchase, as well as generating a high impact on the shelves. On the packaging, the photos show the closeness between the owner and the dog, in a natural way, highlighting the animal’s vitality and emphasizing their emotional relationship.
Promising results [2024]
The new Protein Combination line is generating a positive impact on the brand’s sales and a disruptive presence at the point of sale. In conceptual tests with dog owners, excellent results of over 80% purchase intent were obtained with buyers of competing brands. In this way, the innovation demonstrates the ability to attract attention and captivate potential buyers.
In Mexico, the new DOG CHOW® line represents 16% of sales of 4 kg bags in the Modern channel (supermarket chains and large retail companies), contributing 100% incremental sales for the brand and 170 basis points of market share. In Colombia, the product represents 7% of the brand’s sales in the Modern channel, helping to gain 50 basis points of market share for the brand in the last 3 months. In Argentina, sales volume exceeded initial targets by 40%, representing 13% of the brand’s sales in the Modern channel.
The products in the new line extension are available in Latin America: Mexico, Colombia, Argentina, Chile, Peru and Ecuador, and soon in Central America and Brazil. DOG CHOW®’s successful line extension project improves taste perception and acceptance, leveraging its nutritional credentials and expanding its portfolio with promising results.
