Stefan Hartung Executive Creative Director Kick, Minneapolis, MN

Rebranding Pet Food:
Strategies and
Success Stories
Stefan Hartung
Executive Creative Director
Kick, Minneapolis, MN
@ideasthatkick
Melissa Ross
Director of Marketing and Education
Oxbow Animal Health, Murdoch, NE
@oxbowah
so you are thinking
rebranding…
so was
Oxbow.
good packaging is
hard
working
4
© Andrew Fladeboe,
good packaging is
surprising
5
© Grace Chon
good packaging
is
adorable
6
good packaging is
delightful
7
good packaging is
seductive
8
© Grace Chon
most of all it is
engaging
9
© Grace Chon
Good packaging
engages
the consumer on every possible level.
Great design elevates every touchpoint
to a delightful experience — creating
lasting relationships.
we know...
11
70%
12
of all buying decisions are made at the shelf.
13
14
80%
15
of all consumer decisions are made by women.
© Brian Steege
88%
16
of all retail purchases are made by women.
© Brian Steege
69%
17
of all millennials
own a dog.
47%
of all millennials
own a cat.
18
what is the best reason
to
rebrand?
thinking about your brand’s
future.
changing
equipment.
improving
merchandise-ability.
unifying fragmented lines to create a
power brand.
“The mistake that most people make
is sitting on their existing brand
but not looking forward to
where that brand should be down the road.”
Matt Golladay, Ohio Pet Food/Blackwood Pet Food
getting
started…
…the
Oxbow way.
stand for
something
#1
44
45
46
47
48
49
50
emotions
>features
#2
52
53
54
develop a unique
strategy
#3
56
57
58
59
show
60
edu idea/wheel
own
something
#4
62
63
64
© Grace Chon
65
© Andrew Fladeboe
66
© Brian Steege
67
68
readability
#5
70
71
72
shopability
#6
74
75
76
77
clarity of
information
#7
80
81
82
The typical business mind
builds value by lowering
cost of production.
Investing in good design adds value.
A strong brand is
intellectual property.
84
Intellectual property = $$$
the
86
main take away.
87
lead with
emotion
mom
shopping
toothpaste
88
mom
shopping
toothpaste
89
mom
shopping in
pet store
mom
shopping
toothpaste
90
mom
shopping in
pet store
mom
engaging
with you
Companies that incorporate design
at their core perform
200% better!
–Harvard Business Review, 2002
91
© Brian Steege
the value
proposition
LTV!
93
Investing in a
consumer’s
lifetime value.
© Brian Steege
thanks.
94
mross@oxbowanimalhealth.com
stefan@ideasthatkick.com
© Grace Chon