DOG CHOW® Extra Life : Together, life is better






CBA B+G supports the Nestlé Group with value coherence to strengthen the positioning of its Purina brand in the pet food market.
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Suggesting a value coherence.

DOG CHOW® is Nestlé Purina’s 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.

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.

On account of our regional field of operation and long business partnership with Nestlé 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 DOG CHOW® brand.



We started our work in Saint Louis, Purina ’s 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.

During this time, we discussed the portfolio architecture with a multidisciplinary team consisted of all Purina’s Latin America market leaders, concluding that the core brand territory should be the quality of life – nutrition totally linked to the dog’s quality of life. Many ideas to express the brand territory were tested and assessed, and the winning concept was the ‘shine’: a well-cared and well-fed dog, has a shiny coat.

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To build the new identity, all the elements – nutrition, care and shine – were considered and developed as strong brand characteristics. This way, being consistently communicated, they provide a real experience in all the touchpoints.

To highlight the nutritious advantages, we enhanced the maximizing nutritional component Extralife®, present in the product’s composition, that has the property to delay aging and help the dog keep fit.

/ results

Pictures convey the careful relation between owner and dog, showing their interaction and emotional closeness, reinforced by the new tagline adopted – Together, life is better.

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’s identification tag.

Moreover, as part of a regional project encompassing several Latin American markets, we developed the Brand book with all the brand’s strategic guidelines, including DOG CHOW®’s portfolio architecture, guidelines for packaging applications, printing material and all the brand’s touchpoints.

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