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2019 SILVER PET CARE RUSSIA
Eukanuba brand launched a mass movement "My Dog is my coach" for an active lifestyle
RAN IN: Russia
Audience: Dog owners with above-average incomes are potential consumers for the super-premium market. Approximately 50% of our current demographic are aged under 35 and live a healthy active lifestyle. (Source: Visitors statistics on the brand’s website) Most of the potential consumers don’t realize why it is necessary to pay more for premium pet-food. They often combine pet-food brands of different price segments. Few pet owners recognize the difference between super-premium brands. Dog owners are reticent to unknown pet-food brands, instead preferring to rely on the opinion of professionals or the experience of their friends.
Objectives: Our main task was to create awareness about the Eukanuba brand among dog owners, to convey the advantages of the brand and, as a result, the reversal of long-term negative trend and sales growth.
Language: English, Russian