Impact Horse Feed

This successful re-launch of Purina's mid-priced horse feed line resulted in a 10 percent increase in volume within one year. Renamed Purina IMPACT, the line was launched in category-disrupting, retail-ready packaging. Clear, concise product benefits on package and in sales materials helped Dealer sales staff more effectively explain product benefits to quickly attract new customers. Maintaining the dominant product package color provided a reference point to the previous product portfolio, helping retain existing customers through the name and design change.