Case Studies
Jones and Thomas Helps ADM Alliance Nutrition Re-Brand Entire Pet Food Lineup--Begins the Proud Paws Era
ADM Alliance Nutrition
Proud Paws
Situation:
ADM Alliance Nutrition was having trouble getting distribution for its line of dog and cat foods. The pet food line was sold under two brands: Proud Paws®, a baseline product, and Class Act®, a premium product.
Primary Goal:
Create a new look for both products and enhance the ability to get distribution.
Marketing Solution:
Jones and Thomas re-branded the product under the Proud Paws name. The premium product was renamed Proud Paws Ultra Select. To properly re-brand the Proud Paws product line, we developed new packaging that created a cohesive look and feel for the line.
- Brand identity
- Product category and hierarchy strategy
- Complete line of packaging
Results:
The re-branding effort has been met with a positive response from the marketplace.
Highlights
ADM Alliance Nutrition pet food line needed updated.
Jones and Thomas created a brand identity for the product lineup: Proud Paws.
Created new product packaging.
Proud Paws saw increased distribution and increased sales following re-branding.
Services
Brand development, creative strategy and planning, product packaging