Nestlé Purina: This Could be the Year Case Study
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Nestlé Purina: This Could be the Year Case Study

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Solution

The This Could Be The Year campaign demonstrates that Pro Plan is the brand that understands the competitive nature of breeders and delivers the pride of achievement they crave. The campaign celebrates and encourages the competitive spirit of breeders through sports-like journalistic photography and bold headlines. Now in its third year, This Could Be the Year has received extremely positive feedback. Much of the buzz centers on how the campaign’s breakthrough creative beautifully captures the essence of what makes the sport of showing dogs so popular with breeders and consumers alike.

Challenge

Purina® Pro Plan® is a super-premium dog food brand that has quietly dominated the highly influential breeder audience for years. But recently, other pet food manufacturers, recognizing an opportunity, have started to challenge Pro Plan’s dominance. They cast Pro Plan as a big brand made with sub-par ingredients and fillers. Pro Plan needed to fight back, but the brand wouldn’t win by playing the war of ingredients waged by the competition. We needed to create emotional affinity for Pro Plan among breeders to overcome rational attacks from niche brand offerings.