EUKANUBA PURE by Landor New York for Eucanuba

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EUKANUBA PURE

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Industry Pet Food, Pet Care Products & Services
Media Design & Branding
Market United States
Agency Landor New York
Released April 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: PROCTER & GAMBLE
Product/Service: PET NUTRITION
Agency: LANDOR ASSOCIATES
Date of First Appearance: Apr 19 2010
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Key Client Relationship Leader: Leslie Crombie (Landor Associates)
Client Manager: Chris Ertel (Landor Associates)
Senior Designer: Adam Waugh (Landor Associates)
Associate Design Director: Joe Napier (Landor Associates)
Media placement: Dog Food Bags - Supermarket - April 2010

Describe the brief from the client
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 colours and expected imagery, the teams chose to emotionally connect with these pet enthusiasts by quieting the dialogue and welcoming the discerning pet owners into the conversation.

Describe the challenges and key objectives
Eukanuba required a unique design for the pet specialty category that clearly communicated superior nutrition through high quality protein, while appealing to the overcritical pet parent. The product was given the sub name Pure to telegraph its contents of only premium, natural ingredients with a unique, essential protein.

Describe how you arrived at the final design
After an extensive audit of the human food and pet specialty category, the team utilised clear, simple communication, a stark black canvas, and sparing use of colour to break through on the shelf. The majestic dog placed in its natural hunting environment enhanced the raw nutritional value of the premium proteins. Using Eukanuba’s magenta equity colour sparingly emphasised the quality inherent within the parent brand, without overpowering the Pure proposition.

Give some indication of how successful the outcome was in the market
The design was enthusiastically received both internally and amongst the retailers who will be participating in the product test market. If successful, there are opportunities to expand distribution further.