When Nestlé Purina set out to launch a new product range, Adventuros, they knew the challenge was bigger than just introducing another snack. At the time, the brand was well established but more closely associated with cat food, and it faced growing criticism around pet nutrition. The market was shifting fast, with new “fresh food” competitors changing consumer expectations and online shopping accelerating. Purina needed a three-year marketing strategy that wasn’t just effective on day one but adaptable enough to keep pace with a volatile industry.
The Challenge
The task was to create a robust launch plan that would reposition Purina as innovative and relevant in a market where digital engagement and health-conscious choices were becoming critical. The strategy also needed to balance traditional retail channels with new consumer behaviours online, while leaving room to pivot if trends or competitors shifted suddenly.
The Approach
I built a three-year plan with eight possible variations designed to respond to different future market conditions. The plan was grounded in a deep analysis of customer segmentation, in-store and online shopping habits, and wider macro and micro buying trends.
To sharpen the positioning, I conducted competitor analysis and factored in insights that Purina hadn’t considered before, drawing on new research methods and challenging assumptions about the brand’s role in a changing landscape. The outcome was a launch strategy that not only addressed current realities but also anticipated potential shifts.
The Results
The Adventuros launch was a success by every measure. Sales reached 300 times the original forecast, retailers prioritised the range on shelves, and other Purina products saw a 17% sales uplift. The launch plan was later reused across different product campaigns, extending its impact far beyond Adventuros.
Internally, the strategy received high praise. The marketing manager and team were recognised across the business, and the plan became a template for future launches. Externally, the strong performance helped strengthen Purina’s standing with retailers and gave them renewed confidence in their digital strategy.
The Next Steps
Purina rolled out the approach to other markets, including the US and France, and integrated elements of the plan into wider parts of the business. The agency I worked for also benefited, securing additional work from Purina and introducing more advanced data solutions to support future decision-making.
Key Takeaway
This project underscored the importance of deeply understanding customer personas and integrating them into every aspect of the marketing strategy. By aligning the launch with the evolving expectations of pet owners, we were able to reposition Purina as a trusted brand for pet health, ensuring the product resonated with the target audience and stood out in a competitive market.
As a Head of Marketing, I consider myself hard to satisfy. The vast majority of marketeers I’ve worked with in the last 40 years, were able to put together marketing plans, but usually missed the wider trends and weren’t able to capture the essence of a great marketing strategy. Rhys is an exception. He truly gets it.
His eye for detail, whilst still seeing the bigger picture is a skill truly not many have. With a knack for thorough researching and understanding of aims and the market, he was able to totally rebuild our new Adventuros brands launch and three year marketing plan that not only understood the concepts we were bringing to the table, but planned for changes in the market, over 100 customer segments and macro and micro buying habits.
Its a shame that Rhys has moved onto pastures new and we won’t be able to work with him again. My biggest compliments to him for being a truly fantastic marketing strategist.
Michael Elkington, Head Of Marketing, Nestlé Pet UK&I
Rhys Turton 