4. Dog & Cat Food Launched in January 2011 Dry Dog Chicken & Whole Oat Meal Recipe Dry Dog Lamb & Whole Barley Recipe Dry Cat Salmon & Whole Brown Rice Recipe Dry Cat Chicken & Whole Oat Meal Recipe
5. Purina ONE beyOnd Fulfills the Needs & Desires of Highly Involved Pet Owners Well-Being Making a Difference Taking Small Steps
6. Goal is to Make a Positive Difference Inside and Outside the Bowl Nutrition Natural Real Meat #1 No Corn or Wheat Whole Grains Accents of Fruits & Vegetables Antioxidant-Rich Understandable Ingredients Cause ~1.2MM lbs of Food Donated Annually Over 200K Pets Saved Partner With the Nation’s Leading Shelters Impact Packaging Made From At Least 92% Renewable Materials SFI & FSC Certified Soy Inks Manufacture With the Help of Solar & Hydro Energy ISO 14001
7.
8. Brand Philosophy Brought to Life Through Behind the Scenes Documentaries Story 1: Can a pet food change the world? Story 2: Is a product more than its ingredients? Story 3: What does it mean to make a positive difference? Story 4: What drives you to go beyond?
9. Video Views Triggered a Donation to Help Shelter Pets Community raised over $500,000 and watched the videos over 1.5MM times!
10. Early Sampling Engaged the Facebook Community, Drove Demand & Inspired Confidence 50,000 free bags claimed in 48 hrs with no media!
Big: $20+ Billion Category (USA) Nestle Purina has #1 share with $8 Billion Broad: 8 Product Segments Nestle Purina has #1 share in 7 of 8 segments Diverse: 6 Consumer motivational groups Focus is on the most highly engaged owners Drivers: Emotional: Role of pet, Role of food Scientific: Nutrition, even ahead of human in many ways Reinforce Idea of “Positively good for your pet and the world you share.”
Wellness: evolved from the idea of nutrition & fitness to ….. More that just eating well, it living w/purpose Balance in life, pets play an impt. Part Social Conscience: cosumers want to do the right thing
Reinforce that this is about the journey. We’re not there yet and don’t claim to be. We have more work to do.
Perhaps the most important slide. Reinforce these attributes.
Make note that since we launched in January (5 months ago) and TV aired (3 months ago), share results have been strong. Dog is indexing at 83 for Year 1 Share Goal Cat is indexing at 140 for Year 1 Share Goal
