Purina Mills "Infinia™ Brand Launch"
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.
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.