- Nestlé Purina Pro Plan: Four Innovative Products for Our Four-Legged Friends
THE CHALLENGE:
When Nestlé subsidiary Purina wanted to created a new range of highly scientific, super-premium pet foods, the company asked Synecticsworld to help it create products that would delight both pets and their owners.
THE PROCESS:
To meet Purina’s challenge, Synecticsworld worked with a team of core and non-consumers, veterinary experts, and key trade stakeholders to ensure all aspects of the new products’ design. The team also used Synecticsworld’s innovation-driven techniques to shape communication, ensuring that it was connected with owner insights and the value drivers of strategic customers and recommenders such as veterinarians and breeders.
THE RESULTS:
The powerful ideas generated by the Synecticsworld-led team enabled Purina to launch four new products under the Pro Plan brand. The brand is the first and only full line life-stage specialty pet food products to use real chicken as the number one ingredient, an important distinction in a market crowded with other specialty super premium productss. The four new products were launched with a communication strategy that not only differentiated them from the competition, but served to motivate consumers while creating new growth for the brand.
One of the four new products filled a void for products specifically adapted to the reduced energy needs of young adult neutered cats and went on to capture 20% of the total brand revenues within a year of its launch.
