{"id":14676,"date":"2023-05-06T17:45:43","date_gmt":"2023-05-06T20:45:43","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?post_type=projets&p=14676"},"modified":"2025-10-27T15:36:12","modified_gmt":"2025-10-27T18:36:12","slug":"catchow","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/cases\/catchow\/","title":{"rendered":"CAT CHOW\u00ae Defense Plus: Prote\u00e7\u00e3o para uma vida melhor"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Fruto de uma longa e s\u00f3lida parceria, a CBA B+G foi a ag\u00eancia escolhida pela Nestl\u00e9\u00ae Purina para desenvolver o novo conceito visual de CAT CHOW\u00ae na Am\u00e9rica Latina.\u00a0Por meio de suas tradicionais e recorrentes an\u00e1lises para entendimento do mercado e seus consumidores, Purina constatou que destacar \u00a0apenas os benef\u00edcios n\u00e3o era mais suficiente para esse novo consumidor, que mudou seus h\u00e1bitos, comportamentos e tamb\u00e9m a rela\u00e7\u00e3o com seu gato.<\/p>

Assim, para aumentar a relev\u00e2ncia da marca atrav\u00e9s da diferencia\u00e7\u00e3o no seu posicionamento, inspirou-se nos estudos que realizou dentro e fora da categoria e se apropriou da prote\u00e7\u00e3o<\/b>\u00a0como plataforma de marca.<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Diferentes conceitos sobre prote\u00e7\u00e3o<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Como mostrar que, atrav\u00e9s da inquestion\u00e1vel qualidade nutricional dos produtos Purina, CAT CHOW\u00ae oferece mais prote\u00e7\u00e3o para uma vida melhor \u2013 tanto para o gato quanto para seu tutor? <\/p>\n

Para responder esta pergunta, nosso time, a equipe de Purina e sua ag\u00eancia de comunica\u00e7\u00e3o nos reunimos em um workshop em Nova York para desenvolver diferentes conceitos criativos sobre prote\u00e7\u00e3o e, na sequencia, os apresentamos aos consumidores. Em squad labs, testamos cinco propostas diferentes at\u00e9 chegar ao conceito final, que apresenta o benef\u00edcio central de cada variedade e suas caracter\u00edsticas nutricionais.<\/p>\n

Para enfatizar os benef\u00edcios de uma nutri\u00e7\u00e3o de qualidade atrav\u00e9s de elementos de design, criamos um escudo como elemento gr\u00e1fico mandat\u00f3rio da linha Defense Plus. O \u00edcone, presente em todas as variedades da linha, auxilia a comunicar como cada variedade foi desenvolvida para oferecer um escudo de prote\u00e7\u00e3o \u00e0 sa\u00fade do gato \u2013 formuladas com probi\u00f3ticos naturais, sem  corantes e saborizantes artificiais.<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Abrang\u00eancia regional\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Foi um projeto grandioso que abrangeu a aplica\u00e7\u00e3o do novo conceito para os mercados do Brasil, Argentina, Col\u00f4mbia, Argentina, M\u00e9xico, Peru, Equador e Chile, envolvendo times diversos, viagens, sess\u00f5es de foto e muito relacionamento regional.<\/p>

Desenvolvemos tamb\u00e9m brand guidelines com as diretrizes para aplica\u00e7\u00e3o dos elementos gr\u00e1ficos, uma vez que somos guardi\u00f5es de Purina CAT CHOW\u00ae para a Am\u00e9rica Latina.\u00a0<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Este projeto foi ganhador do Pr\u00eamio ABRE da Embalagem Brasileira 2022<\/span>, que tem como objetivo principal eleger as embalagens que se destacam como \u00edcones de excel\u00eancia em qualidade, tecnologia, design, funcionalidade, sustentabilidade e inova\u00e7\u00e3o. CAT CHOW\u00ae Defense Plus recebeu Prata na categoria categoria Mercado – Produtos em geral.
<\/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<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[452],"industry":[1190],"services":[550,744,1158],"project_tags":[],"class_list":["post-14676","projets","type-projets","status-publish","hentry","business_needs-design","industry-pet-food","services-packaging-design","services-category-deep-dive","services-ad-pack-retail-product-cepts"],"acf":[],"lang":"pt","translations":{"pt":14676,"en":14681,"es":14684},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/14676","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets"}],"about":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/types\/projets"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/14676\/revisions"}],"predecessor-version":[{"id":26885,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/14676\/revisions\/26885"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/media?parent=14676"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/business_needs?post=14676"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/industry?post=14676"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/services?post=14676"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/project_tags?post=14676"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}