Evocative imagery prompts pet parents to purchase.
Context
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The J.M. Smucker Company wanted to update the look of its iconic Milk-Bone® dog treat portfolio in early 2020.
Learning
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The new design performed well across multiple sub-lines within the portfolio (e.g., Flavor Snacks, Gravy Bones, etc.) and identified some optimizations to further enhance the emotional connection with pet parents.
Growth Outcome
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The new design launched in 2021 in addition to a new TV creative, innovation, and other initiatives. Milk-Bone has accelerated in sales growth and is outpacing total category growth rates.
