New Product Line – Pet Industry – B2C

SITUATION
A Southern California retailer had trouble finding the right, nutritious food for customers seeking a solution to their pets’ changing healthcare and lifestyle needs.

PROBLEM
The retailer, whose current pet food suppliers couldn’t meet his needs, decided to launch his own brand under a new name and identity, to meet his needs for a premium product while retaining his relationships with existing manufacturers.  He contacted The Miller Group to develop all of the branding and sales support materials.

SOLUTION
To keep the client’s product from cannibalizing the high volume, popularly priced brands, we recommended he move up-market. The Miller Group launched a premium brand, and took it from inception through launch, creating the strategic positioning, name, logo, tagline, packaging design, in-store POS, web site and in-store promotions.

BENEFITS
Today, the brand is available for both dogs and cats and outsells any other brand in the retail chain.  It is also now sold in independent pet stores throughout the U.S and sales are thriving internationally.  The work was also featured in the prestigious Communication Arts Design Annual.

For more information, contact Renee Miller at 310-442-0101 or [email protected].