More than just dog food
The thinking behind Walmart's new private label brand of super premium dog food, Pure Balance, starts with the concept of pet ownership. Based on consumer insight that recognizes the dog as a member of the family, Walmart and Parker Williams, the creative design agency of Sun Branding Solutions, tapped into a heightened willingness from owners to give their dogs the best the family can afford. The result is not so much a “dog food,” but rather “food for dogs.”
The design to convey “food for dogs” was delivered graphically with careful consideration of the role of the ingredients, the dramatic impact of color and the tone of voice on the pack. The team also delivered a strong navigation system to make it easier for customers to find the right food solution to satisfy their dog's individual needs.
Walmart took home an award for package design at the Store Brands Decisions 3rd Annual Retailer Innovation Awards. The program presents awards in four major categories including product development, packaging design, consumer marketing and in-store merchandising. This year's program boasted more than 200 entries, with only 18 retailers executing a win in various category awards
Pure Balance rolled out exclusively in more than 2,900 Walmart stores this year and is the retailer's first super premium dog food, containing no soy, wheat, corn additives, artificial colors, preservatives or chicken by-products.
According to the March 2012 study by the American Pet Products Association, consumers will spend $21 million on pet food in 2012. As ultra premium continues to be a fast growing segment of the dog food market, the impact of differentiating from value offerings is expected to help the Pure Balance resonate with customers and move product off the shelf.