Mars Petcare, with beloved brands like Pedigree and Whiskas, faced a pivotal moment in Argentina. In a market where 81% of dogs are adopted and most cats are street rescues, pet food represents more than nutrition. It’s identity, care, and pride.The brand had undeniable strengths, but the landscape was shifting:
Deep consumer trust, but emotional connection was weakening as competitors moved faster.
World class nutrition hidden behind packaging that didn’t reflect local values.
Multiple innovation opportunities ready to be activated with speed and insight.
What Was at Stake
Brand love remained strong, but relevance was slipping. Pet parents were trading down.
Without evolution, Mars risked losing market share not from lack of quality, but because that quality wasn’t clearly seen or felt.
The opportunity? Transform packaging, positioning, and purpose into a unified growth engine.
How We Solved It
We partnered with Mars to co-create, test, and scale innovation rooted in real insight:
Studied pet parent behavior through ethnography and retail immersion.
Redesigned packaging with functional upgrades: zippers, windows, tactile finishes that communicate freshness and trust.
Launched an adoption celebration platform honoring rescue pets as national icons.
Created dual loyalty programs where purchases support shelters while deepening brand connection.
Developed customizable feeding formats and freshness solutions aligned with daily routines.
Outcomes
Packaging transformed into emotionally resonant, shelf ready brand experiences.
Pedigree positioned as the face of adopted pets in Argentina.
Innovation roadmap built to scale across South LATAM markets.
This wasn’t a refresh. It was a reinvention where Mars showed what it means to nourish with heart.
This wasn't a refresh. It was a reinvention where Mars showed what it means to nourish with heart.
