My Dog is... Because small is special

Owners of small dogs are highly involved and always looking for the best for their little companion’s health and pleasure. Nestlé Purina Europe wanted to turn this opportunity into a reality.

So we dived into the lives of these lovely creatures (and their just as lovely owners). The immersion helped us identify the most relevant insights, ultimately fuelling the Purina ONE “My Dog is…” concept and packaging. An innovative way to navigate the category by keeping the focus on the dog’s personality and his specific needs, as well as adding a new colour palette to the category.

In the space of 6 months, the brand has already reached a market share of 20% in a segment it was not present in before.



I am very happy with your work. Thanks for making this such an easy and smooth process for me. It’s all very clear and I think you’ve done a good job of condensing down what must have been an enormous amount of gathered insights. Also I love the semiotics on small. We are ready to roll!

Consumer & Marketplace Insights Manager.