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.
![NESTLÉ PURINA Dog Chow: Together, life is better 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_single_2_2400x1600.jpg)
Shine.
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.
![NESTLÉ PURINA Dog Chow: Together, life is better 2 squ dog chow](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/squ-dog-chow.png)
![NESTLÉ PURINA Dog Chow: Together, life is better 3 cba latam dogchow grid 2 960x1260 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_2_960x1260-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 4 cba latam dogchow single 6 2400x1600 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_single_6_2400x1600-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 5 cba latam dogchow grid 6 1380x1260 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_6_1380x1260-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 6 cba latam dogchow grid 7 960x1260 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_7_960x1260-1.jpg)
Extralife®
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.
![NESTLÉ PURINA Dog Chow: Together, life is better 7 cba latam dogchow grid 3 1580x1000 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_3_1580x1000-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 8 cba latam dogchow grid 5 770x480 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_5_770x480-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 9 cba latam dogchow grid 4 770x480 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_4_770x480-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 10](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_single_7_2400x1600.jpg)
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.
![NESTLÉ PURINA Dog Chow: Together, life is better 11](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_single_3_2400x1600.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 12 cba latam dogchow single 4 2400x1600 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_single_4_2400x1600-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 13 cba latam dogchow single 5 2400x1600 1](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_single_5_2400x1600-1.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 14 head dog chow](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/head-dog-chow.png)
![NESTLÉ PURINA Dog Chow: Together, life is better 15](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_thumb_800x800.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 16](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/cba_latam_dogchow_grid_1_1380x1260.jpg)
![NESTLÉ PURINA Dog Chow: Together, life is better 17 squa dog chow](https://cba-design.com/france/wp-content/uploads/sites/2/2023/08/squa-dog-chow.png)