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Introduction Purina Pro Plan Veterinary Diets

Returning a Scientific Brand to Growth

  • Spearheaded 1+ yr global brand repositioning for Purina Veterinary Diets® to Purina® Pro Plan® Veterinary Diets:

    • Repositioning resulted in 15% YOY growth for the brand in B2B channel

    • Led strategy and implementation of new brand transition across 60 SKUs and 100+ collateral pieces

    • Guided international cross-functional team of 30+ ppl to execute best-in-class packaging transition, 85%+ savings

Brand Building: Welcome

Additional Information

Purina Pro Plan Veterinary Diets (B2B) Industry Introduction

Focused on Veterinarians, this brochure aimed to provide a clear explanation for the repositioning, including a visual comparison chart of old and new packaging.

Consumer Promotions: Beneful Grain Free

  • Consumer promotions lead for $XXMM budget driving $XXMM+ via effective holistic planning and optimizing national promotions (FSI, DFSIs, Catalina, Merch, IRCs)

  • Below example is an FSI supporting the launch of Beneful Grain Free

Brand Building: Text
FSI.PNG
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