- Building distinctive assets capitalizing on Yellow and the rosette icon,

- Improved findability on shelves,

- Dialled up nutritional credentials. Conveyed and understood throughout the Globe.

Nutritional credibility through the creation of a Health benefit System . PEDIGREE Vital Protection Takes care of dogs basic well-being needs shown by the 4 “linked Backbone” Pictogrammes.

Activate PEDIGREE by showing the well Being radiating from the Rosette Icon.

The halo effect brings Vitality, Life and Warmth.

Simple code, understandable by all markets and cultures.

The concept was so powerful and emotional that gondola heads have been invaded by hundreds of wet nose dogs, bonding with consumers.