Nestlé Purina / EssentialCare
A full rebrand took EssentialCare from a distant #3 to a strong #2.
The situation
EssentialCare is a vet-exclusive brand that had been slowly losing share for years. Competitors innovated into fast-growing segments like small dog and senior pet, and our key claims weren't positioned to compete.
Overhaul the brand to match or beat competitors on claims, relaunch it, and stop the share loss.
I led the complete rebrand and relaunch, from the claims on pack to the starter kit in a new pet parent's hands.
Put the proof on the front of the pack.
Working with vet affairs, regulatory and legal, we updated claims to match or beat competitors, especially on urinary and microbiome health. Those claims moved to the front of pack, because they're the top reasons vets recommend and owners buy.
- Urinary and microbiome claims made explicit
- New packaging system across the line
Build the launch around trial.
Research showed pet owners who try EssentialCare are 2 to 3 times more likely to stay loyal long term. So the plan focused on trial as the entry point to long-term value.
- Starter kit for new pet parents, built with our agency partners
- CRM journey to lift repeat purchase
Arm the people who make the recommendation.
The sales team got detailers and clear talking points showing the new line against competitors. We teased the relaunch to vets at OVMA, Ontario's largest veterinary conference.
- Competitive detailers and talking points
- Launch tease at OVMA
The rebrand added 10.1 share points and moved EssentialCare from a distant #3 to a strong #2 in its category.
What this means for your brand
Your best proof is often hiding on the back of the pack. And trial without a follow-up journey is money left on the table.
Discover more work
More proof behind the promise.
