HOW DO YOU UPGRADE PRACTICAL SPENDERS?
For pet owners in C and D counties, Walmart offered a variety of dog food brands, but many consumers purchased large bags at stores like Tractor Supply which stocked some Purina private label brands. The consumers who shopped at these stores loved their working dogs, but didn’t coddle them and wanted a real value in their pet food purchase. However they were developing an awareness that better quality foods with more protein were better for their active dogs.
Black Gold recognized this new consumer awareness and capitalized on it by launching the Explore line extension to their Black Gold brand.
The insight was that this audience didn’t just love their pets, but also relied and partnered with them in a variety of activities, both commercial and leisure.
We created the Explore brand to capture the wide range of lifestyles these consumers led and bright it to life through messaging, a new visual identity, a refreshed logo and dramatic, impactful new packaging.
Eighteen months after launch, Cargill bought Black Gold.