- Nestlé Purina Pro Plan: Four Innovative Products for Our Four-Legged Friends
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.
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 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.