As dogs continue to become a more central part of the American family, pet parents have become more judicious regarding their pet food decisions. In a marketplace awash with bright colors and expected imagery, we chose to emotionally connect with these pet enthusiasts by quieting the dialogue and welcoming the discerning pet owners into the conversation.

After an extensive audit of the human food and pet specialty category, our team utilized clear, simple communication, a stark black canvas, and a judicious use of color to break through at shelf. The majestic dog placed in its natural hunting environment enhanced the raw nutritional value of the premium proteins. Using Eukanuba’s magenta equity color sparingly emphasized the quality inherent within the parent brand without overpowering the Pure proposition.

The design was enthusiastically received both internally at Procter & Gamble Pet Care and amongst the retailers who are participating in the product test market. If successful, there are opportunities to expand distribution further.