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