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SB11 - Nestle Purina - Heather Scott
- 1. Inspiring Brand/Consumer Collaboration for Impact Heather Scott Nestle Purina Petcare
- 2. Inspiring Brand/Consumer Collaboration for Impact Heather Scott Senior Brand Manager
- 4. Dog & Cat Food Launched in January 2011 Dry Dog Chicken & Whole Oat Meal Recipe Dry Dog Lamb & Whole Barley Recipe Dry Cat Salmon & Whole Brown Rice Recipe Dry Cat Chicken & Whole Oat Meal Recipe
- 5. Purina ONE beyOnd Fulfills the Needs & Desires of Highly Involved Pet Owners Well-Being Making a Difference Taking Small Steps
- 6. Goal is to Make a Positive Difference Inside and Outside the Bowl Nutrition Natural Real Meat #1 No Corn or Wheat Whole Grains Accents of Fruits & Vegetables Antioxidant-Rich Understandable Ingredients Cause ~1.2MM lbs of Food Donated Annually Over 200K Pets Saved Partner With the Nation’s Leading Shelters Impact Packaging Made From At Least 92% Renewable Materials SFI & FSC Certified Soy Inks Manufacture With the Help of Solar & Hydro Energy ISO 14001
- 8. Brand Philosophy Brought to Life Through Behind the Scenes Documentaries Story 1: Can a pet food change the world? Story 2: Is a product more than its ingredients? Story 3: What does it mean to make a positive difference? Story 4: What drives you to go beyond?
- 9. Video Views Triggered a Donation to Help Shelter Pets Community raised over $500,000 and watched the videos over 1.5MM times!
- 10. Early Sampling Engaged the Facebook Community, Drove Demand & Inspired Confidence 50,000 free bags claimed in 48 hrs with no media!
- 12. Mass Media Continues to Reinforce a Shared Belief System
Notas do Editor
- Big: $20+ Billion Category (USA) Nestle Purina has #1 share with $8 Billion Broad: 8 Product Segments Nestle Purina has #1 share in 7 of 8 segments Diverse: 6 Consumer motivational groups Focus is on the most highly engaged owners Drivers: Emotional: Role of pet, Role of food Scientific: Nutrition, even ahead of human in many ways Reinforce Idea of “Positively good for your pet and the world you share.”
- Wellness: evolved from the idea of nutrition & fitness to ….. More that just eating well, it living w/purpose Balance in life, pets play an impt. Part Social Conscience: cosumers want to do the right thing
- Reinforce that this is about the journey. We’re not there yet and don’t claim to be. We have more work to do.
- Perhaps the most important slide. Reinforce these attributes.
- Make note that since we launched in January (5 months ago) and TV aired (3 months ago), share results have been strong. Dog is indexing at 83 for Year 1 Share Goal Cat is indexing at 140 for Year 1 Share Goal