MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions.  This report is on “Going Beyond the Expected to Connect with Pet Lovers” by Jill Donahue, Senior Manager, Brand Insights at Nestle Purina PetCare.

MR often focuses on gathering insights for business to act upon.  This is a story of how Purina acted upon insights in the introduction of Purina One BeyOnd pet food.

Insights are fundamental deep truths that motivate behavior and can result in long-term meaning for the brand.

Purina MR started by looking at macro trends in human world:  wellness, humanization and simplification (authenticity & transparency).   Considerable qualitative studies resulted in several insights which led to a philosophy called “yellow” – happy, bright, optimistic, and doing good – and a slogan, “Positively good for your pet and the world you share.”  Every aspect of the product, packaging, and marketing was addressed to assure they supported the philosophy.  They used YouTube, Facebook and bloggers to share the brand story, as well as a $1MM donation program.  The brand story came to life through the package, documentaries, digital, buzz, TV and promotions.  The usual testing was done along the way, but the focus was on the consumers.  Results were beyond expectations.

Key takeaway:
MR identified the insights, which led to a well-designed product and authentic brand story that resulted in strong positive consumer response.  Consumer insights guided the brand to success.