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Article | September 30, 2011
'Smart bag' design for pet food educates, differentiates
New packaging for dog-food brand Blackwood Pet Food places key product information on the front of the bag to aid ‘dog Moms’ in search of best nutrition.
Premium-quality pet-food provider Blackwood Pet Food of Lisbon, OH, has updated its packaging with the help of Ideas that Kick (Kick). Blackwood challenged Kick to create packaging in the company’s dog food category that would help dog owners find the right food for the specific needs of their pet. Says Kick account director Scott Behmer, “We leveraged insights into the primary pet caregiver in the home, the ‘dog Mom.’ She wants to be more informed about what she’s feeding her dog, so our designs place key nutritional information on the front of the bag in an easy-to-understand format. Now she can be smarter and feel better about her purchase decision. Plus, our ‘smart bag’ design is a key point of differentiation for the Blackwood brand.” “Kick’s new packaging provides consumers with a great shopping experience, easy access to key product information, and a clear articulation of the superior quality of our all-natural recipes,” adds Doug Sapp, vice president of marketing for Blackwood. “Shoppers now have direct access to important information such as protein, fat and fiber content, the recipe, and the cooking process—all on the front of the bag for easy comparison shopping.”According to Sapp, Blackwood has received a resoundingly positive response to the new packaging from retailers, who recognize that it gives customers quick, easy access to the product details they need to make an informed purchase. In addition, the new packaging has led to a new partnership between Blackwood and PetEdge, a leading distributor of pet-related products, which will result in a substantial increase in Blackwood’s presence in specialty retail stores through out the U.S. “We are excited our design solutions are turning Blackwood pet foods into a Shelf Kicker™ brand,” says Stefan Hartung, Kick’s executive creative director. “This success shows that smart, strategic design can push out slow-moving competition and have a direct impact on a company’s bottom line.”
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