Putting the bounce back into the Bounce tin

Bounce is Pedigree's economy dog food brand. The economy sector is characterised by price promotions and high consumer promiscuity.
Agency:Author: Not credited

Putting the bounce back in the Bounce tin

INTRODUCTION

This paper demonstrates how planning was instrumental in changing the bounce tin. With a clear understanding of the target, and development of stimulus material that was genuinely stimulating, planning was able to extract a focused and fertile brand proposition for Bounce which became the fulcrum of an exciting pack design brief. Early signs suggest that the revitalised pack design has in itself revitalised business for the brand.

BACKGROUND

Pedigree Petfoods have five 'wet' dog food brands with which to tempt the six million or so dogs...

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