Petfood Industry - September 2017 - 39
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➥SUCCESSFUL PET FOOD PACKAGING REDESIGNS CONNECT WITH CONSUMERS
doing so isn't committed as heavily as you'd want to. So it's an
opportunity for us to start showing what a core value it is and
ramping up that program, which is really exciting."
Continued refinement and knowing when
to say 'when'
Jones Natural Chews is in the middle of a significant rebranding and
packaging redesign, and the company's well-known yellow dog, Rocky,
has been updated to reflect a fun, friendly personality that resonates with
customers. Courtesy Jones Natural Chews
Jones' new packaging has
clearer messaging as well
as the new version of Rocky,
playing off the brand's most
recognizable feature while
updating the look and feel
for today's consumer.
Each company has further goals for its new packaging.
Einstein plans to continue expanding its business and reaching
new customers with its fun-sized packaging. Jones is still
phasing out its old packaging and logo while maintaining
customer communication throughout the transition. Zuke's
hopes to implement a recyclable barrier in Phase 2 of its packaging redesign. The work is never really done.
"I've gone through packaging refreshes, new packaging
development, new brand development," said Higdon. "Every
time, no matter how much you plan, no matter what process
you use, it's like giving birth: very painful. You always think it's
not going to be, because this time you're going to have enough
time, but you never do. And it's hard to say when is when, but
you have to draw that line." ■