Nestlé Purina

engaging pet owners

PRO PLAN cat is a specialist premium cat food with vet-approved nutritional credentials. Nestlé’s difficulty was that shoppers didn’t get it; the packaging said ‘luxury’ rather than ‘excellence’, and said nothing at
all about scientific credibility.

Nestlé Purina asked us to give the brand stronger shelf appeal, and to bring its scientific benefits forward, whilst still connecting with cat owners on an emotional level.


Our strategic starting point was cats are incredible creatures and what we feed them, keeps them this way. Clever food for amazing cats.

The new pack design balances atmospheric, black-and-white portraiture with the white science of authority – for a crisp, high-end look unlike anything in its category.

Following outstanding test results, we developed the identity off-pack, establishing a complete PRO PLAN brand system across all touchpoints.

A year on from the 2012 pan-European launch,
PRO PLAN sales had grown — in some markets
by up to 30%.

Seymourpowell helped us break the rules to create something truly innovative. Their brilliant design strategy and highly creative branding delivered an iconic new look that puts PRO PLAN cat firmly on the map.

Sarah Bell-Klauser, European Marketing Manager, PRO PLAN cat food.