Purina: How a New Pup Took on the Big Dog

Gunjan Godwani, Jitender Dabas

Dry dog food brand Purina SuperCoat focused on nutrition with a three-pronged strategy that aimed to disrupt a highly competitive category and win share in India.

Campaign details

Brand: PurinaBrand owner: NestléEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: Household & domesticMedia channels: Word of mouth, Influencers, KOLs, Sponsorship - sports, Social mediaBudget: 500k - 1 million

Executive summary

In India, dog food has always been a niche category since most dog parents give home-cooked food to their pet. Category leader Pedigree’s communication has always been targeted at changing this behaviour and pushing the need for dog food.

When dry dog food brand Purina SuperCoat entered the Indian market in...

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