Packaging

Repositioning, packaging and art direction to revive Nestlé Purina's dog food range Beta.

Idealised pedigrees are so last century. It's time to include real, everyday dogs and celebrates diversity. Today’s consumers are more marketing-savvy than ever and increasingly expect honesty and transparency from the brands they buy. We have seen the success of Dove’s ‘Campaign for Real Beauty’ and there is a clear backlash against idealised visuals that don’t reflect the daily reality for ordinary people. Consumers are embracing the opposite: honest brands that tell it like it is and make them feel a greater personal connection to the brand world. The use of non-pedigree dogs was a bold move for the brand and this strategic approach was later transferred to the overall campaign.

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    Nestle Purina UK & Ireland

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    Creative Director