HILLS SCIENCE DIET TREATS
Although Hill’s had tremendous consumer loyalty and market position with their dog food, 80% of those loyal customers chose a different brand when selecting a treat for their four-legged friend.
JAM observed that emotional associations for pet owners were drastically different when considering a food versus a treat. Dog food is all about nutrition. “I place the bowl on the floor and walk away.” On the other hand, treat-giving is an emotional connection. “It is a way to share love and a way to reward.” As a result, pet owners saw a disconnect between the current white packs and the promise of a treat.
JAM’s pre-design consumer insight highlighted the fact that the brand needed to examine its current equity if it wanted to succeed in the premium dog treat category. The sterile white pouches gave way to a black backdrop. To help pet owners establish an emotional connection to the brand, the dog’s eyes and salivating mouth became the focal point, as each eagerly awaited its treat. The success of the relaunch was staggering, with a sales increase of 1,700% by the end of the first month.