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Purina Mills "Infinia™ Brand Launch"
the rivet
When Purina saw an opportunity with consumers seeking holistic, natural foods for their pets, RIVET developed a brand positioning, name and story for a new pet food line that parallels trends in the human food category: superfoods, natural health and Eastern philosophy.
branded action
Higher-level company positioning became the foundation for ongoing product innovation and new branding efforts.
Comprehensive sales kits both educated and excited dealers.
Point-of-sale kits made it easy for stores to promote the brand benefits.
Local store marketing materials, including radio spots and print ads, drove traffic to individual stores.
