Manual Pro Plan

BRANDBOOK PRO PLAN DOG WELCOME BRANDBOOK PRO PLAN DOG WELCOME
Welcome
T he Latin American team is delighted to provide

this PRO PLAN Dog Book to you! You are a part
of another very important moment for PURINA
PRO PLAN in the region. The success of a new era for
the brand will be the result of your effort, your dedication,
and your knowledge. Now is the time to challenge our
competitors and to surprise our consumers.
This book is the result of an amazing and long journey
that we have made together. It includes the input from
many of you, the hard work and long hours from the
agencies, the regional brand team and TAG team. We
have new and exciting products as a result of deep
consumer insights and a strategy aligned with each key
moment in a dogs life.
All the PRO PLAN Dog material reflects the
brands big idea: PRO PLAN nourishes the bond of
unconditional care.
The brand book is intended to be a support and guide
for every member of the PRO PLAN marketing team.
You will find important information, such as brand positioning,
005 consumer profile, brand guidelines, communication strategy,
as well as the new communication campaign that supports
the PRO PLAN Dog relaunch.
This is an important milestone for our brand, and we
trust you will seize the moment and help contribute to
its accelerated growth.
Sincerely,
Andrea Faccio, Clara Mohino and Pablo Margulis
All materials presented in this book are available in PAWS.

BRANDBOOK PRO PLAN DOG BRAND BRANDBOOK PRO PLAN DOG BRAND
06 07
08 09
Life connection
P URINA PRO PLAN understands that a dogs

companionship transforms and enhances human
lives. The bond between an owner and his dog
is truly unique. Its based on unconditional care and
sustained by daily reminders of mutual affection.
The bond between

an owner and his dog is
truly unique.
BRANDBOOK PRO PLAN DOG BRAND VISION AND ESSENCE
Brand target audience
P RO PLANs core owners are driven by a desire

and willingness to give more to their dog, every
day. They take the responsibility of caring for him
very seriously. Always striving to be the best possible
parents to their dogs, they rely on the advice and input of
experts to be assured they are delivering optimal care.
They place confidence in brands that share the same
level of investment and passion for their dogs as they do.
And they understand that giving their dogs the very best
includes nutrition that sustains and nurtures their health.
Our consumers are brand-loyal, and when they find a
product they trust, they are willing to pay more.
012
We support the
enduring care
our owners deliver
to their dogs every day.
Key insight
Our target consumers
share a mutual bond with
their pets that makes caring
for them more gratifying.
BRANDBOOK PRO PLAN DOG BRAND BRANDBOOK PRO PLAN DOG BRAND VISION AND ESSENCE
Brand
essence
Committed to
016 017 doing more for your
pets total health
and well-being.
Big idea
Y our pet understands you, just as you understand

what he needs. He relies on you every day to do
whats best. And you do it because your care for
him is unconditional.
We recognize what it means to have such a close
relationship with a pet. Thats why we promise to provide
scientifically-advanced, high-quality food that will nourish
his every need for every moment of his life. Developed
by vets and nutritionists, PURINA PRO PLAN is proven
nutrition to feed your pets total health and well-being.
You know him better than anyone, and we support
your bond by providing the optimal nutrition he needs.
So you can trust us to be your partner in care. Together
we can help him thrive.
018
PRO PLAN
Nourishes the Bond
of Unconditional Care.
Our food philosophy:

leading-edge nutrition
P RO PLAN is the intersection where science

meets passion. By combining the most
meaningful innovations in dog food science and
nutrition with the best-quality ingredients, PRO PLAN is
able to deliver a truly unique and differentiated dog food.
020
Our latest
technologies
and innovations
help give dogs the
unconditional care they need.
How our nutrition feeds the

bond of unconditional care
P RO PLAN understands that throughout a

dogs life he will go through many changes.
These changes also signify key moments of
awareness when owners are open to transitioning their
dogs nutrition. They choose brands that support and
complement their commitment to help their dog reach
his full potential throughout each of those changes.
Thats why PRO PLANs formulas are developed by
vets and nutritionists to care for the specific needs of
dogs through each of these key moments in their lives.
They are proactive nutritional solutions for moments we
call Moments of Truth.
022
Our goal is to
partner
with owners
to give their dog the best
possible nutrition for every
moment of his life.
BRANDBOOK PRO PLAN DOG BRAND VISION AND ESSENCE BRANDBOOK PRO PLAN DOG BRAND VISION AND ESSENCE
Moments of Truth
T hese key moments are characteristic of

transition, when an enhanced formula is
needed to better aid a dogs long-term
health and well-being.
Our Moments of Truth nutritional philosophy
further reflects our goal to partner with owners
to give their dog the best nutrition possible for
a lifetime of unconditional care.
INITIAL PROTECTION BE FIT

The critical stage during the first year of a Adult pets may need nutritional
pets life, when proper nutrition is required solutions to maintain optimal
to ensure optimal growth and development. body conditions.
Puppy Small Breed with OptiStart REDUCED CALORIE Small Breed with OptiFit
Puppy Complete with OptiStart Reduced Calorie Complete with OptiFit
Puppy Large Breed with OptiStart Performance Complete with OptiPlus
ADULT VITALITY SENSIBLE SUPPORT

Once a pet is fully grown, optimal nutrition Fragile or delicate pets may experience
ensures his total health and well-being. physiological needs or sensitivities and
Adult Small Breed with OptiLife need carefully selected nutrition.
Adult Complete with OptiLife Sensitive Skin Puppy with OptiDerma
Adult Large Breed with OptiLife Sensitive Skin Adult with OptiDerma
Filets Chicken & Rice with OptiPrebio Delicate Small Breed with OptiFortis
VITAL PLUS SPECIAL CARE

During his senior years, an older pet Special nutritional needs may
needs specialized nutrition to support a develop in pets due to living conditions
prolonged and improved quality of life. or particular situations.
Adult 7+ Small Breed with OptiAge Exigent Small Breed with OptiEnrich
Adult 7+ Complete with OptiAge
BRANDBOOK PRO PLAN DOG BRAND BRANDBOOK PRO PLAN DOG BRAND VISION AND ESSENCE
Brand essence model
Brand Benefits
Emotional
Trust, reassurance, peace-of-mind, pride.
Affirmation that I am providing the best care
possible for my pet.
Target Consumer Rational

Ultimate nutrition that maximizes pets health.
Expert Driven Providers
Driven by the discovery of nutritional advances.
Role of Pet: The pet is best friend/child to
Endorsed and recommended by experts.
be nurtured and loved.
The highest standard of well pet nutrition within
Role of Food: The ultimate nutrition
the NPP portfolio.
026 027 recommended by experts to deliver lifelong
Committed to doing
more for your pets
Attributes
Brand Personality Tangible
Leading-edge, scientifically based nutrition with
Profoundly passionate.
proven health benefits. Supporting the pets natural
Empowering. Confident.
protective systems. A broad range of product
Relentless pursuit of excellence and pride
formulations to address specific life-stage, breed size,
from doing the best.
life-style and special health needs. Meat (slurry) is the
Continuously redefining the limits of
number 1 ingredient. Highest-quality ingredients. No
scientific knowledge.
artificial colors, flavors or preservatives. Exclusive to
Specialist channel.
Intangible
Expert in pet nutrition. Purinas 115-year heritage
based on a foundation of redefining the industry.
Prestigious. Based on performance and scientific
expertise. Steadfast support and dedication to the
Specialist channel.
Brand properties
P URINA PRO PLAN was launched in the U.S. in 1986 as the PURINA pet specialty
channel super-premium brand and is trademark-protected globally. This chapter has been
developed to ensure that the integrity of this brand is maintained.
Refer to these global Brand Standards and mandatory Visual Properties when executing any
consumer or professional communications involving the PURINA PRO PLAN brand. For questions
regarding the proper execution of PURINA PRO PLAN, contact your Regional CSB Manager.
BASIC LOGO APPLICATION LOGO VARIATIONS

The logo/tagline combination used in all packaging is a piece The following PRO PLAN logos are also used on the packaging.
of art. You may reduce or enlarge this image, but the art, font It is important to note that the wordmark letters and spacing
and proportions must remain as shown. Because the logo/tagline should not be altered in any way.
combination is on a gray background, the PURINA logo
is separated by a thin white border. The tagline must always
be placed below PURINA PRO PLAN. LOGO VARIATIONS (VERTICAL POSITION)
028 029
SPANISH VERSION PORTUGUESE VERSION
MINIMUM RECOMMENDED APPLICATION
In order to ensure the legibility and all attributes of

the logo, the minimum size must be observed.
LOGO VARIATIONS (HORIZONTAL POSITION)
COLOR PALETTE
The logo application colors must be observed according to indications.
Purina Purina Purina Purina

RED COLOR BLACK COLOR PANTONE BLACK
MINIMUM RECOMMENDED APPLICATION

C. 0 M. 100 C. 100 M. 100 485 C PROCESS
Y. 100 K. 0 Y. 100 K. 100 COLOR
In order to ensure the legibility and all attributes
of the logo, the minimum size must be observed.
LOGO/TAGLINE COMBINATION TYPOGRAPHY

This is the NEW Logo/Tagline combination to be used in all The fonts for PURINA PRO PLAN Dog are the following:
communications. You may shrink or enlarge this image, but the
Savoye LET Plain Savoye LET Plain
art, font and proportions must remain as shown. Because the
abcedfghijklmnopqrstuvwxyz
Logo/Tagline combination is on a black background, a thin,
white border surrounds the PURINA logo. The Protects 0123456789.,;$%( )?
While It Nourishes tagline must always be placed below
PURINA PRO PLAN, as shown.
Perpetua Std Perpetua Std
030 031 abcedfghijklmnopqrstuvwxyz

0123456789.,;#@$%( )?
Geometr706 Geometr706 BT MEDIUM

BT MEDIUM ABCEDFGHIJKLMNOPQRSTUVWXYZ
0123456789.,;#@$%( )?
Geometr706 Geometr706 BT BLACK

BT BLACK ABCEDFGHIJKLMNOPQRSTUVWXYZ
0123456789.,;#@$%( )?
Univers Univers Condensed

Condensed abcedfghijklmnopqrstuvwxyz
0123456789.,;#@$%( )?
Univers Univers Condensed Oblique

Condensed abcedfghijklmnopqrstuvwxyz
Oblique abcedfghijklmnopqrstuvwxyz
0123456789.,;#@$%( )?
Univers Univers Condensed Bold

The logos are pieces of art. Therefore, the letters and spacing should Condensed abcedfghijklmnopqrstuvwxyz
not be altered. Bold abcedfghijklmnopqrstuvwxyz
Resize each logo as a complete unit - the proportion of each element 0123456789.,;#@$%( )?
within the logo should not change.
No icon or type elements may be separated or used individually. Univers Condensed Univers Condensed Bold Oblique
No photography, artwork or copy should appear behind the logo. Bold Oblique abcedfghijklmnopqrstuvwxyz
Typographical fonts: not included 0123456789.,;#@$%( )?
BRAND BRANDBOOK PRO PLAN DOG BRAND VISION AND ESSENCE
BRAND
Brand photography
T hese are the approved photos for the PRO PLAN dog relaunch campaign communication
materials. All puppies and adults are pure breeds and showcase best-in-breed qualities. It
is important to note that this photography collection is for the consumer ads, PTP materials
and the sales force/vets support.
All photos should be printed in 4-color process on high-quality materials to ensure best-in-class
reproduction. Images should be kept as the original files. Retouches and distortion are not allowed.
Usage: Unlimited print any and all media except broadcast and Internet use in Latin America,
including Mexico and the Caribbean, in perpetuity.
INITIAL PROTECTION ADULT VITALITY
puppy small breed 1 2 3

032 033 ADULT small breed 1 2
puppy complete 4 5 ADULT complete 3 4
puppy large breed 6 7 ADULT LARGE BREED 5 6 FILETS 7
1. FrenchBulldog5_flat.psd 5. Golden pup 2c_a_flat.psd 1. FrenchBulldog_flat.psd 5. purinaPro_29058_ip4_flat.psd

2. FrenchBulldogPup2.psd 6. Purina_32099_ip2_flat.psd 2. Purina_2345_ip13_flat.psd 6. PurinaPro_Rhodesian_ip5_flat.psd
3. FrenchBulldogPup3_flat.psd 7. purinaPro2_32298_ip5_flat.psd 3. Purina_GoldenR_ip5_a_flat.psd 7. Purina_KibbleBowl.psd
4. Golden pup 1c_a_flat.psd 4. PurinaPro_GoldenR_ip8_a_flat.psd
BRAND
VITAL PLUS be fit
adult 7+ small breed 1 2

034 035 reduced calorie
small breed 1 2 3
reduced calorie
adult 7+ complete 3 4 5 4 5 6 7
complete
performance
complete 8 9
1. BostonTerrier.psd 6. EnglishBulldog3.psd
1. purina_29412_ip3_flat.psd 4. GoldenRetriever3.psd 2. BostonTerrier_flat.psd 7. EnglishBulldog4_Flat.psd
2. Purina_FrenchBulldog_ip4_a_flat.psd 5. purina_GoldenSenior_ip3_a_flat 2.psd 3. BostonTerrier3.psd 8. purinaPro_31714_flat.psd
3. purinaPro_30630_a_flat.psd 4. EnglishBulldog.psd 9. purina_GShortHairPointer_ip3C_flat.psd
5. EnglishBulldog2_Flat.psd
BRAND
SENSIBLE SUPPORT SPECIAL CARE
delicate small breed 1 2 3

036 037 exigent
small breed 1 2 3
puppy sensitive
skin complete 4 5
BRAND DOGS
adult sensitive
skin complete 6 7 8 4 5
1. Westie.psd 5. purinaPro2_32513_ip5_flat.psd 1. Purina_Yorkie_ip3_a_flat.psd 4. Vizla.psd

2. Purina_12126ip2a_flat.psd 6. Purina_Pro_Sharpei_ip4_flat.psd 2. LongHairYorkie.psd 5. Rhodesian3.psd
3. Purina_Westie2ip4_a_flat.psd 7. Purina_SharPei_ip4_flat.psd 3. Purina_11951ip2a_flat.psd
4. purina_32492_ip3_flat.psd 8. Sharpei3.psd
SECTION 2
DELIGHT WITH
PRODUCT EXPERIENCES
40 PACKAGING AND KIBBLE
038 039
BRANDBOOK PRO PLAN DOG BRAND BRANDBOOK PRO PLAN DOG DELIGHT WITH PRODUCT EXPERIENCES
Packaging
P RO PLANs new packaging brings the product

benefits to life and creates a better product
experience rooted in an emotional understanding
of consumers relationships with their dogs. The new
product outperformed our main competitors and
garnered significantly higher purchase intent than our
previous packaging.
The new design amplifies our science and technology
credentials and clearly highlights product benefits and
RTBs. The image of the dog and Moment of Truth labels
differentiate the packaging from other products on shelf.
PACKAGING 040 041
AND KIBBLE
BRANDBOOK PRO PLAN DOG DELIGHT WITH PRODUCT EXPERIENCES BRANDBOOK PRO PLAN DOG DELIGHT WITH PRODUCT EXPERIENCES
PACKSHOT
PACKAGING
ZIP HANDLE
innovation claim INNOVATION CLAIM
Preserves food Compelling and practical
PRO PLAN BLACK

BACKGROUND (L&F) MOT* DESCRIPTION
Premium and high-quality product
AND PRO PLAN
OPTI-TECHNOLOGY
EXPLANATION
CLEAR UNDERSTANDING
PRO PLAN BRAND OF BENEFITS AND RTBS
Trust and quality
LIFE STAGE VARIETY CLOSE-UP OF DOGS FACE PURINA LIFE PLAN

Clear indication of age Generates attention through Life warranty
through color and name positive emotional element
SUB-VARIETYS
BENEFIT DESCRIPTION
Kibbles real size
MOMENT OF TRUTH SUB-VARIETY
New segmentation Clear indication of range
proposition
PRO PLAN
OPTI-TECHNOLOGY
BENEFITS ICONS 3 PROTECTIVE
Clear understanding of the benefits SYSTEMS ICONS
FLAVOR
FACEBOOK / QR CODE
Cross-communication:
digital and consumer services
*Moment of Truth
PACKAGING SPECIFICATIONS
In order to maintain the same visual impact, the elements,
images and texts should all follow the same proportion.
1 The color band identifies which product it is.

There are eight varieties:
[a] Puppy
3 3
[b] Adult
[c] Senior 2
3
[d] Reduced Calorie
[e] Performance
[f] Sensitive Skin
[g] Delicate
[h] Exigent 2 2
4 2
2 The PURINA PRO PLAN logo will be used preferably in vertical position. 4
3 The icons on the top of the front panel (about the cut and the handle), should only be
used if the package has the handle. Otherwise, these elements should not appear.
6
4 The icons, pictures, breed size, technology, and the benefits change depending on 1
the variety.
4
10 6
5 The splash of the 3 systems of protection is the same for every variety and follows 4
1
the variety color.
4
6 The ingredients, nutritional analysis table, and the daily recommended quantity 1
table for each variety change depending on the variety and market. 6
7 The manufacturing texts and importing countries should be adjusted according to 7 4 4

the market and local regulations.
9
4 4
8 Each market should replace the bar code and QR code accordingly.
9 The image of the kibble should not be resized, no matter the size of the package, 4
since it represents the real kibble. The real size of the kibbles can be found on the
excel file Products Dimensions LATAM Zanzibar AR (2). 5
8 8
4
10 The light should be in the same position in all packages, and the dog should
preferently be aligned at the top of it (respecting the proportions between the
sizes and breeds). 1
2
Note:
The size of the texts should be checked to comply with the respective
market legislation. 4 4
Typographical application
Univers Condensed Bold, Univers Condensed Bold Oblique, Univers Condensed Oblique
BRANDBOOK PRO PLAN DOG DELIGHT WITH PRODUCT EXPERIENCES
BRAND BRANDBOOK PRO PLAN DOG DELIGHT WITH PRODUCT EXPERIENCES
BRAND
Kibble VITAL PLUS
T he kibble inside the pack is just as important

as the design on the outside. Each Moment of
Truth has its own unique kibble that delivers a
visible benefit for the specific needs of a dog. These
latest product evolutions are sustainable competitive
advantages and will continue to generate consumer ADULT 7+ SMALL BREED ADULT 7+ COMPLETE
awareness and consideration.
INITIAL PROTECTION be fit
puppy small breed puppy complete puppy large breed REDUCED CALORIE COMPLETE PERFORMANCE COMPLETE
adult VITALITY SENSIBLE SUPPORT
ADULT small breed ADULT COMPLETE ADULT LARGE BREED PUPPY SENSITIVE SKIN ADULT SENSITIVE SKIN DELICATE SMALL BREED
SPECIAL CARE
FILETS
EXIGENT SMALL BREED

SECTION 3
INNOVATE
BIGGER BOLDER BETTER
52 OPTI-TECHNOLOGY
050 051
BRANDBOOK PRO PLAN DOG INNOVATE BIGGER BOLDER BETTER
BRAND BRANDBOOK PRO PLAN DOG INNOVATE BIGGER BOLDER BETTER
Opti-technology
A t PRO PLAN, we continuously redefine the

limits of scientific knowledge. Developed by our
own veterinarians and specialized nutritionists,
PRO PLAN offers the latest advancements in a range
of targeted formulas featuring Opti-Technology, with
unique active ingredients that nourish the nutritional
needs of dogs at all the key moments of their lives. Each
product has an Opti-Technology tailored for the specific
needs of a dog. Our largest opportunities and newest
innovations are in our line of small breed and senior
products. Together with our technologies, we offer a
diverse portfolio of leading-edge products.
052
TRIPLE ACTION
BRANDBOOK PRO PLAN DOG BRAND BRANDBOOK PRO PLAN DOG INNOVATE BIGGER BOLDER BETTER
BRAND
INITIAL PROTECTION Pro Plan puppy
Developed by veterinarians and nutritionists, PRO PLAN

PUPPY with OptiStart is the only formula that contains
colostrum, which helps eliminate the immunity gap,
nourishing and strengthening the delicate puppys protective
systems and enabling him to reach his full potential.
054 055
W hen a puppy is born, the milk
provided by the mother contains
the perfect mix of antibodies and
nutrients needed to protect and develop
the still immature protective systems.
After weaning, the puppys antibody STRENGTHENS THE IMMUNE SYSTEM
Features natural antibodies from colostrum
levels descend, making him vulnerable and high-quality proteins that extend puppys
natural protection in his formative first year.
to external threats. This period of

vulnerability is called immunity gap.
OPTIMIZES NUTRIENT ABSORPTION PROMOTES A HEALTHY SHINY COAT
Exclusively formulated with colostrum, Provides Omega 3 and 6 fatty acids, essential
containing easy-to-digest milk proteins and vitamins and key minerals such as copper and
natural antibodies that promote a stable selenium that help develop healthy skin and the
digestive system, so the puppy can better thick coat puppy needs for optimal protection.
absorb more nutrients.
Puppy Small Breed pro plan puppy small breed
Puppies until 1 year old PRO PLAN PUPPY SMALL BREED with
OptiStart provides specialized nutrition
that supports the specific needs of puppies
of small breeds in the growing period to
Brand achieve optimal development.
Colors
Formulated with high-quality protein from fresh
PANT. 7459 chicken and proper energy balance to accompany
the rapid growth of small breed puppies.
PANT.328
Excellent balance of calcium and phosphorus,
for optimal development of bones and teeth.
Contains Omega 3 fatty acids, which promote

PANT.330 the development of vision and the brain. FORMULATED Formulated with fresh chicken meat as the main ingredient
WITH FRESH that provides easy to digest, high-quality proteins, source of
Small-sized kibbles , specially designed for
* CHICKEN
MEAT
amino acids and other nutrients. PRO PLAN offers a superior
quality to provide the best nutritional care for dogs.
small breed puppies.
INGREDIENTS
Chicken, brewers rice, chicken by-product meal, corn gluten meal,
whole grain corn, animal fat (beef tallow and/or poultry oil and/or pork
lard) preserved with mixed tocopherols (source of vitamin E), animal
digest (chicken and/or pork), egg product, fish oil, corn bran, colostrum
(natural source of antibodies), brewers dried yeast, salt, potassium
chloride, dicalcium phosphate, L-lysine, DL-methionine, choline chloride,
ascorbic acid (source of vitamin C), zinc sulphate, vitamin supplements
*Image of the kibble
(A, D-3, E, B12), ferrous sulphate, riboflavin supplement, niacin, calcium
pantothenate, manganese sulphate, thiamine mononitrate, folic acid,
copper sulphate, pyridoxine hydrochloride, calcium iodate, sodium selenite.
STRENGTHENS THE OPTIMIZES NUTRIENT PROMOTES A HEALTHY

IMMUNE SYSTEM ABSORPTION SHINY COAT
Features natural antibodies Contains milk proteins Contains Omega fatty acids, IMMUNE
SYSTEM
from colostrum vitamins and minerals
PRO PLAN nurtures dogs
3 protective systems
promoting dogs overall
health and well-being in PROTECTIVE
SYSTEMS
each moment of their lives.
DIGESTIVE
SKIN SYSTEM
& COAT
Puppy Complete pro plan puppy complete
Puppies until 2 years old PRO PLAN PUPPY COMPLETE with

that supports the specific needs of
puppies of all breeds in the growing
Brand period to achieve optimal development.
Colors
Formulated with high-quality protein from FORMULATED Formulated with fresh chicken meat as the main ingredient
PANT. 424 fresh chicken, to promote healthy growth.
CHICKEN amino acids and other nutrients. PRO PLAN offers a superior
Optimal balance of calcium and phosphorus, MEAT quality to provide the best nutritional care for dogs.
to promote the development of strong teeth INGREDIENTS

PANT.328
Chicken, brewers rice, chicken by-product meal, corn gluten meal, whole
& bones. grain wheat, whole grain corn, animal fat (beef tallow and/or poultry oil
and/or pork lard) preserved with mixed tocopherols (source of vitamin E),
Contains Omega 3 fatty acids, which promote animal digest (chicken and/or pork), egg product, fish oil, corn bran, salt,
colostrum (natural source of antibodies), brewers dried yeast, dicalcium
phosphate, potassium citrate, choline chloride, L-lysine, potassium
PANT.330 the development of vision and the brain. chloride, DL-methionine, ascorbic acid (source of vitamin C), zinc sulphate,
ferrous sulphate, vitamin supplements (A, D-3, E, B12), manganese
Medium-sized kibbles *
specially designed sulphate, niacin, calcium pantothenate, riboflavin supplement, copper
sulphate, pyridoxine hydrochloride, thiamine mononitrate, folic acid,
calcium iodate, sodium selenite.
for puppies of all breeds.

SYSTEM
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
Puppy Large Breed pro plan PUPPY large breed
Puppies until 2 years old PRO PLAN PUPPY LARGE BREED with
that supports the specific needs of large
breed puppies in the growing period to
Brand achieve optimal development.
Colors
Optimal balance of calcium and phosphorus,
PANT. 7503 to promote the development of strong teeth
and bones.
PANT.328
Formulated with high-quality protein from
FORMULATED Formulated with fresh chicken meat as the main ingredient
fresh chicken and an optimal balance of energy WITH FRESH that provides easy to digest, high-quality proteins, source of
to accompany the growth of large breed dogs.
MEAT quality to provide the best nutritional care for dogs.
PANT.330 Contains Omega 3 fatty acids, which promote

INGREDIENTS
the development of vision and the brain. Chicken, brewers rice, chicken by-product meal, whole grain corn,
corn gluten meal, whole grain wheat, animal fat preserved with mixed
Larger size kibbles *
specially designed to tocopherols (source of vitamin E), animal digest (chicken and/or pork),
soybean fiber, egg product, fish oil, colostrum (natural source of
antibodies), salt, brewers dried yeast, dicalcium phosphate, potassium
satisfy large breed puppies, stimulate chewing chloride, potassium citrate, choline chloride, L-lysine, DL-methionine,
ascorbic acid (source of vitamin C), zinc sulphate, ferrous sulphate,
and prevent the build-up of plaque. vitamin supplements (A, D-3, E, B12), manganese sulphate, niacin, calcium
pantothenate, riboflavin supplement, copper sulphate, pyridoxine hydrochloride,
thiamine mononitrate, folic acid, calcium iodate, sodium selenite.

SYSTEM
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
ADULT VITALITY Pro Plan Adult
Developed by veterinarians and nutritionists PRO PLAN

ADULT with OptiLife is a unique blend of ingredients
that strengthen 3 natural protective systems, helping
adult dogs to enjoy a full and healthy life.
062 063
TRIPLE ACTION
STRENGTHENS THE IMMUNE SYSTEM

Formulated with beta-glucans from natural
yeast that help strengthen the immune
A dult dogs have natural system, ensuring a stronger and longer-

lasting response to health challenges.
OPTIMIZES DIGESTION
protective systems that Contains prebiotics from whole wheat
fiber that helps optimize the absorption
support their overall health. of key nutrients for enhanced digestion
and overall health.
If one weakens, their health
PROMOTES A SHINY COAT
may be compromised. Includes Omega fatty acids, plus vitamins and
minerals to support supple skin and a thick,
shiny coat, your dogs first line of defense
against external challenges.
Adult Small Breed pro plan ADULT small breed
Adults from 1 to 7 years old PRO PLAN ADULT SMALL BREED with
OptiLife provides leading-edge nutrition
that supports the specific needs of adult
dogs, to achieve optimal health and general
Brand well-being.
Colors
Formulated with fresh chicken meat, provides
PANT.7459 the highest quality proteins to maintain strong
muscles and optimal overall health.
PANT.202
Optimal balance of protein and fat, which gives
small breed dogs the energy they need to stay
healthy and active.
PANT.7421 Specially designed kibbles for small dogs.

*
FORMULATED
Highly palatable formula that dogs enjoy. WITH FRESH
Formulated with fresh chicken meat as the main ingredient
that provides easy to digest, high-quality proteins, source of
INGREDIENTS
Chicken, brewers rice, chicken by-product meal, whole grain corn, corn
gluten meal, animal fat (beef tallow and/or poultry oil and/or pork lard)
preserved with mixed tocopherols (source of vitamin E), whole grain
wheat, animal digest (chicken and/or pork), brewers dried yeast (source
*Image of the kibble of beta-glucans), wheat bran fraction (aleurone), corn bran, egg product,
fish oil, L-lysine, potassium chloride, dicalcium phosphate, salt, choline
chloride, taurine, DL-methionine, ascorbic acid (source of vitamin C), zinc
sulphate, ferrous sulphate, vitamin supplement (A, D-3, E, B12), riboflavin
supplement, niacin, calcium pantothenate, manganese sulphate, thiamine
mononitrate, folic acid, copper sulphate, pyridoxine hydrochloride, calcium
iodate, sodium selenite.
TRIPLE ACTION
OPTIMIZES DIGESTION STRENGTHENS PROMOTES

Contains prebiotics THE IMMUNE SYSTEM A SHINY COAT
Formulated with Includes Omega fatty acids, IMMUNE
SYSTEM
beta-glucans vitamins and minerals
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
Adult Complete pro plan ADULT COMPLETE
Adults from 2 to 7 years old PRO PLAN ADULT COMPLETE with

OptiLife provides leading-edge nutrition that
supports the specific needs of adult dogs, to
achieve optimal health and general well-being.
Brand
Colors Formulated with fresh chicken meat, provides
the highest quality proteins to maintain strong
PANT.424 muscles and optimal overall health.
Optimal balance of calcium and phosphorus,

to keep teeth healthy and strong. WITH FRESH that provides easy to digest, high-quality proteins, source of
PANT.202
CHICKEN
Specially designed kibbles
*
to satisfy palates MEAT quality to provide the best nutritional care for dogs.
of all sizes.
PANT.7421
Highly palatable formula that dogs enjoy. INGREDIENTS
Chicken, brewers rice, whole grain wheat, chicken by-product meal, whole
grain corn, corn gluten meal, animal fat (beef tallow and/or poultry oil and/or
pork lard) preserved with mixed tocopherols (source of vitamin E),
animal digest (chicken and/or pork), corn bran, wheat bran fraction
(aleurone), egg product, brewers dried yeast (source of beta-glucans), fish
oil, L-lysine, potassium chloride, dicalcium phosphate, salt, choline chloride,
DL-methionine, ascorbic acid (source of vitamin C), zinc sulphate, ferrous
sulphate, vitamin supplement (A, D-3, E, B12), riboflavin supplement, niacin,
calcium pantothenate, manganese sulphate, thiamine mononitrate, folic acid,
copper sulphate, pyridoxine hydrochloride, calcium iodate, sodium selenite.
TRIPLE ACTION

SYSTEM
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
Adult Large Breed pro plan ADULT large breed
Adults from 2 to 7 years old PRO PLAN ADULT LARGE BREED with
OptiLife provides leading-edge nutrition that
supports the specific needs of adult dogs, to
achieve optimal health and general well-being.
Brand
Colors Formulated with fresh chicken meat, provides
the highest quality proteins to maintain strong
PANT.7503 muscles and optimal overall health.
Optimal balance of proteins and fats provides

the level of energy that large breed dogs need
PANT.202
to stay healthy and active.
Specially designed kibbles *

to promote
WITH FRESH
CHICKEN
PANT.7421 chewing of large breed dogs.
Contains natural source of glucosamine to INGREDIENTS

promote healthy joints and good mobility. Chicken, brewers rice, chicken by-product meal (natural source of glucosamines),
whole grain corn, whole grain wheat, corn gluten meal, animal fat (beef tallow
and/or poultry oil and/or pork lard) preserved with mixed tocopherols (source
of vitamin E), animal digest (chicken and/or pork), soybean fiber, egg product,
brewers dried yeast (source of beta-glucans), wheat bran fraction (aleurone),
dicalcium phosphate, salt, calcium carbonate, fish oil, L-lysine, potassium
citrate, choline chloride, potassium chloride, DL-methionine, ascorbic acid
(source of vitamin C), zinc sulphate, ferrous sulphate, vitamin supplement (A,
D-3, E, B12), riboflavin supplement, niacin, calcium pantothenate, manganese
sulphate, thiamine mononitrate, folic acid, copper sulphate, pyridoxine
hydrochloride, calcium iodate, sodium selenite.
TRIPLE ACTION

SYSTEM
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
ADULT VITALITY Pro Plan filets
The new PURINA PRO PLAN FILETS with OptiPrebio

is a unique product with texture and one-of-a-kind flavor
that dogs will enjoy until the last bite.
This innovative formula features a blend of tender pieces

and crispy kibbles, made with fresh meat, source of
high-quality protein. Enriched with OptiPrebio, antioxidants
and Omega fatty acids, to optimize digestion, strengthen
natural defenses and nurture a skin and coat, providing
extended health and wellness.
070 071

Contains a natural source of antioxidants
that help strengthen the immune system of
your dog, ensuring a stronger and prolonged
response to health challenges.
OPTIMIZES DIGESTION
Formulated with OptiPrebio, a
natural prebiotic that helps optimize
digestion and absorption of key
nutrients, improving digestive health
and overall health of your dog.
PROMOTES SHINY COAT
Formulated with Omega fatty acids, which in combination
with vitamins and minerals promote a flexible skin and a
lustrous and thick coat, which is the first line of defense
that your dog has against external agents.
Filets Chicken & Rice pro plan ADULT filets C&R
Adults from 2 to 7 years old PRO PLAN ADULT FILETS Chicken

& Rice with OptiPrebio provides leading-
edge nutrition that meets the specific needs
for all dogs breeds to achieve optimal health
Brand and general well-being.
Colors
Exceptional flavor, high-quality ingredients,
PANT.150 beginning with real chicken as the first FORMULATED Formulated with fresh chicken meat as the main ingredient
ingredient in a perfect mix of tender bits and CHICKEN amino acids and other nutrients. PRO PLAN offers a superior
crunchy kibbles*.
PANT.202
Promotes optimal nutrient absorption due to a INGREDIENTS
Chicken, brewers rice, whole grain wheat, poultry by-product meal (natural
highly digestible formula plus natural prebiotic source of glucosamine), corn gluten meal, animal fat (beef) preserved with
mixed-tocopherols (form of Vitamin E), whole grain corn, soy flakes, soybean
PANT.7421
that encourage healthy digestion and help him meal, fish meal (natural source of glucosamine), animal digest (chicken
and/or turkey, pork), glycerin, dried egg product, wheat bran, salt, calcium
absorb key nutrients. carbonate, calcium phosphate, potassium chloride, zinc proteinate, Vitamin E
supplement, choline chloride, manganese proteinate, ferrous sulfate, sulfur,
Optimal protein to fat ratio to help maintain

L-ascorbyl-2-polyphosphate (source of Vitamin C), niacin, copper proteinate,
Vitamin A supplement, calcium pantothenate, thiamine mononitrate, riboflavin
supplement, Vitamin B-12 supplement, pyridoxine hydrochloride, garlic oil,
ideal body condition. folic acid, Vitamin D-3 supplement, calcium iodate, biotin, menadione sodium
bisulfite complex (source of Vitamin K activity), sodium selenite.
Strong Teeth & Bones. Calcium, phosphorus

and other minerals; hard kibble texture helps
reduce plaque build-up on teeth.

Formulated with OptiPrebio THE IMMUNE SYSTEM A SHINY COAT
Contains antioxidants Formulated with IMMUNE
SYSTEM
Omega fatty acids
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
vital plus pro plan ADULT 7+

ADULT 7+ with OptiAge is an advanced formula that
nourishes the brain and keeps the mind active and alert
for longer, helps to maintain healthy joints and strengthens
the immune system.
074 075
STIMULATES IMMUNE SYSTEM

Formulated with a blend of antioxidants, vitamins
W hen a dog reaches full maturity, and minerals to provide essential support, keeping
his immune system active and responsive for
his mental capacities, joints and optimal healthy aging.
muscle structure tend to deteriorate.

Proper nutrition can help prolong his
quality of life and health. IMPROVES MENTAL ALERTNESS HEALTHY JOINT FUNCTIONS
Contains natural sources of EPA and Glucosamine to
Formulated with botanical oils, proven to
nourish the brain of mature dogs and keep their maintain healthy joint functions, promoting a mobile
mind active and alert for more years. and active lifestyle for mature dogs.
Adult 7+ Small Breed pro plan ADULT 7+ small breed
Adults over 7 years old PRO PLAN ADULT 7+ SMALL BREED

with OptiAge provides leading-edge
nutrition that meets the specific needs
of small breed adult dogs with more than
Brand 7 years of age to achieve optimal health
Colors
and general well-being.
PANT.7459 Easy to chew kibbles for small size senior dogs.

*
High-quality nutrition promotes optimal digestion.

PANT.2945 Formulated with fresh meat and low in
calories to help maintain optimal weight
and healthy muscles.
PANT. 294
Promotes healthy skin and lustrous coat.
INGREDIENTS
Chicken, chicken by-product meal (natural source of glucosamine), whole grain
*Image of the kibble wheat, corn gluten meal, whole grain corn, brewers rice, corn bran, vegetable
oil fractions, animal digest (chicken and/or pork), animal fat (beef tallow and/
or poultry oil and/or pork lard) preserved with mixed tocopherols (source of
vitamin E), wheat gluten, fish oil, brewers dried yeast, dicalcium phosphate,
potassium chloride, salt, calcium carbonate, L-lysine, choline chloride, ascorbic
acid (source of vitamin C), vitamin supplements (A, D-3, E and B-12), zinc
sulfate, ferrous sulfate, manganese sulfate, niacin, calcium pantothenate,
riboflavin supplement, copper sulfate, pyridoxine hydrochloride, thiamine
mononitrate, folic acid, calcium iodate, sodium selenite.
IMPROVES MENTAL HEALTHY JOINT STIMULATES THE

ALERTNESS FUNCTIONS IMMUNE SYSTEM
Contains botanical oils Contains EPA and Formulated with antioxidants, IMMUNE
SYSTEM
Glucosamine vitamins and minerals
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
Adult 7+ Complete pro plan complete ADULT 7+
Adults over 7 years old PRO PLAN COMPLETE ADULT 7+

with OptiAge provides leading-edge
of adult dogs with more than 7 years
Brand of age to achieve optimal health and
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general well-being.
PANT.424 Easy to chew kibbles for all senior dogs.

*
High-quality nutrition promotes optimal digestion.

PANT.2945 Formulated with fresh chicken meat and low WITH FRESH
CHICKEN
in calories to help maintain optimal weight and MEAT quality to provide the best nutritional care for dogs.
healthy muscles.
INGREDIENTS
PANT. 294
Promotes healthy skin and lustrous coat. Chicken, brewers rice, chicken by-product meal (natural source of glucosamine),
corn gluten meal, whole grain wheat, whole grain corn, corn bran, vegetable
oil fractions, animal digest (chicken and/or pork), animal fat (beef tallow and/
or poultry oil and/or pork lard) preserved with mixed tocopherols (source of
vitamin E), egg product, fish oil, brewers dried yeast, dicalcium phosphate,
potassium chloride, salt, calcium carbonate, L-lysine, choline chloride, ascorbic
acid (source of vitamin C), vitamin supplements (A, D-3, E and B-12), zinc
sulfate, ferrous sulfate, manganese sulfate, niacin, calcium pantothenate,
riboflavin supplement, copper sulfate, pyridoxine hydrochloride, thiamine
mononitrate, folic acid, calcium iodate, sodium selenite.
IMPROVES MENTAL HEALTHY JOINT STIMULATES THE

ALERTNESS FUNCTIONS IMMUNE SYSTEM
Contains botanical oils Contains EPA and Formulated with antioxidants, IMMUNE
SYSTEM
Glucosamine vitamins and minerals
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
be fit pro plan reduceD calorie

REDUCED CALORIE with OptiFit is a leading-edge
formula that helps to achieve an optimal body weight,
a healthy weight loss and protects long-term overall health.
080 081
FACILITATES HEALTHY WEIGHT LOSS

Contains 20% fewer calories than a
maintenance food for adult dogs, and high
protein levels to maintain muscle mass during
weight loss ensuring optimal nutrition.
PROMOTES IDEAL BODY WEIGHT
A healthy body weight and lean body Formulated with Isoflavones, natural
antioxidants, proven to reduce fat accumulation
condition are vital to improve your by natural metabolism stimulation and maintain
a healthy weight in the long-term.
dogs health and longevity.

PROTECTS LONG-TERM HEALTH
Formulated with natural antioxidants that
reduce oxidative stress related to obesity,
promoting a healthy long life.
Reduced Calorie pro plan reduceD calorie
Complete Adults with an overweight tendency PRO PLAN Adult Reduced Calorie
with OptiFit provides leading-edge
nutrition, which helps to reduce and
maintain weight in adult dogs with a
Brand tendency to be overweight, to achieve
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optimal health and general well-being.
PANT.424 High protein levels to maintain muscle

mass during the weight loss process.
PANT. 1245
Low levels of fat and less calories, which helps
control body weight and facilitate weight loss.
Contains natural source of three types

PANT.581 of fibers, which quench the appetite INGREDIENTS
Whole grain corn, corn gluten meal, whole grain wheat, poultry by-product
by keeping the dogs satisfied. meal, brewers rice, corn bran, soy germ meal, soy fiber (soy fiber and/or oat
fiber), natural flavor, beef tallow preserved with mixed tocopherols (source
Formulated with natural antioxidants, of vitamin E), wheat gluten, powdered cellulose, salmon meal, dicalcium
phosphate, calcium carbonate, salt, L-lysine, potassium chloride, sholine
chloride, ascorbic acid (source of vitamin C), zinc sulfate, ferrous sulfate,
which preserve cells from free radicals, vitamin supplements (A, D3, E, B12), riboflavin supplement, niacin, calcium
pantothenate, manganese sulfate, thiamine mononitrate, folic acid, copper
promoting optimal health. sulfate, pyridoxine hydrochloride, calcium iodate, sodium selenite.
PROMOTES IDEAL FACILITATES HEALTHY PROTECTS

BODY WEIGHT WEIGHT LOSS OVERALL HEALTH
Formulated with Isoflavones Contains 20% fewer calories Formulated with IMMUNE
SYSTEM
natural antioxidants
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
be fit pro plan performance

PERFORMANCE with OptiPlus is a cutting-edge formula
developed to generate high-resistance performance,
maintaining healthy muscle mass, and providing intensive
activity in dogs. PRO PLAN nourishes dogs, providing
extended health and general wellness.
084 085
ENDURANCE & HIGH ENERGY

Concentrated, high-energy formula made with
31% protein and 20% fat to fuel the metabolic
needs of highly active dogs.
PROMOTES RAPID RECOVERY

Helps replace amino acids and carbohydrates
used during exercise to help facilitate rapid
recovery after strenuous activity.
PROTECTS JOINTS AND MOBILITY

Formulated with EPA, an Omega-3 fatty acid
and natural sources of glucosamine to help
promote healthy joints and mobility.
Performance pro plan adult performance
Complete Adult active dogs PRO PLAN ADULT PERFORMANCE with

OptiPlus provides leading-edge nutrition
that meets the specific needs of adult dogs
with intense physical activity, to achieve
Brand optimal health and general well-being.
Colors
Formulated with fresh chicken as main
PANT.424 ingredient, provides high-quality protein
to keep muscles healthy and strong.
PANT. 582
Contains natural antioxidants that promote FORMULATED
WITH FRESH
Formulated with fresh chicken meat as the main ingredient
a strong immune system. CHICKEN amino acids and other nutrients. PRO PLAN offers a superior
With ingredients of the highest quality for

INGREDIENTS
PANT.581 optimal digestion and absorption of nutrients. Chicken, corn gluten meal, chicken by-product meal, brewers rice, ground
yellow corn, animal fat (beef tallow and/or poultry oil and/or pork lard) preserved
Optimal balance of vitamins, proteins and minerals with mixed tocopherols (source of vitamin E), animal digest (chicken and/or
pork), corn bran, dried egg product, salt, fish oil, L-lysine, potassium chloride,
dicalcium phosphate, choline chloride, taurine, DL-methionine, ascorbic acid
that promotes a shiny coat and healthy skin. (source of vitamin C), zinc sulfate, ferrous sulfate, vitamin supplements (A,
D-3, E, B12), riboflavin supplement, niacin, calcium pantothenate, manganese
sulfate, biotin, thiamine mononitrate, folic acid, copper sulfate, pyridoxine
hydrochloride, menadione sodium bissulfite complex (source of vitamin K
activity), calcium iodate, sodium selenite.
Image of the kibble
ENERGY AND PROMOTES RAPID PROTECTS

ENDURANCE RECOVERY JOINTS
High-energy formula Helps replace amino Formulated with EPA IMMUNE
SYSTEM
acids and carbohydrates and Glucosamine
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
sensible support pro plan sensitive skin
Formulated by veterinarians and nutritionists, PRO PLAN

SENSITIVE SKIN with OptiDerma is a high-tolerance
diet specially developed to meet the specific needs of
adult dogs with sensitive skin.
088 089
S ome dogs show sensitivities

manifested through skin,
stomach irritation or delicate HELP MINIMIZE THE RISK OF
Noble salmon formula containing high-quality
proteins, a blend of natural antioxidants, and
key minerals to strengthen an adult dogs
SKIN IRRITATION natural immune system and protect him
bones structure. In these cases, a Formulated with an alternative

protein source from salmon to help
against external threats.
proper diet can help minimize the minimize the risk of skin irritation.
risk of such events, associated with

PROTECTS HEALTHY SKIN
sensitivity with a proper diet. Contains Omega 3 & 6 fatty acids, essential vitamins,
and minerals, like copper and selenium, for the
maintenance of healthy skin cells, serving as the first
protective barrier for adult dogs.
Sensitive Skin pro plan puppy sensitive skin
Puppy Sensitive skin puppies PRO PLAN Puppy Sensitive Skin

with OptiDerma provides leading-edge
of puppies with sensitive skin, to achieve
Brand optimal health and overall well-being.
Colors
Formulated with fresh salmon, an ideal
PANT.424 protein source for sensitive puppies.
Contains DHA and Omega fatty acids, FORMULATED

WITH FRESH
Formulated with fresh salmon meat as the main ingredient
which promote the development of vision salmon amino acids and other nutrients. PRO PLAN offers a superior
PANT. 170 MEAT quality to provide the best nutritional care for dogs.
and the brain.
Excellent balance of high-quality proteins, INGREDIENTES

Salmon, whole rice, salmon meal, corn gluten meal, whole grain corn, animal
PANT.171 vitamins and minerals to promote fat (beef tallow and/or poultry oil and/or pork lard) preserved with mixed
tocopherols (source of vitamin E), animal digest (chicken and/or pork), corn bran,
powder cellulose, fish oil, calcium carbonate, calcium ortophosphate, potassium
optimal growth. chloride, salt, ascorbic acid (source of vitamin C), choline chloride, L-lysine,
DL-methionine, vitamin supplements (A, D-3, E and B-12), zinc sulfate, ferrous
Helps to develop strong bones and teeth sulfate, manganese sulfate, niacin, calcium pantothenate, riboflavin supplement,
copper sulfate, biotin, pyridoxine hydrochloride, thiamine mononitrate, folic acid,
menadione sodium bissulfite complex (source of vitamin K activity), calcium
in growing puppies. iodate, sodium selenite.
Image of the kibble
HELPS MINIMIZE PROMOTES STRENGTHENS THE

THE RISK OF SKIN HEALTHY SKIN IMMUNE SYSTEM
IRRITATION Contains Omega 3 & 6 With natural antioxidants, IMMUNE
SYSTEM
Formulated with real salmon fatty acids, essential key minerals, and high-quality
as the first ingredient vitamins and minerals proteins 3 protective systems
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
Sensitive Skin pro plan ADULT SENSITIVE SKIN
Adult Sensitive skin adults PRO PLAN ADULT SENSITIVE SKIN

with OptiDerma provides leading-edge
nutrition that meets the specific needs of
adult dogs with sensitive skin, to achieve
Brand optimal health and overall well-being.
Colors
Formulated with fresh salmon, an ideal protein
PANT.424 source for sensitive dogs.
Excellent balance of high-quality proteins, vitamins

FORMULATED Formulated with fresh salmon meat as the main ingredient
and minerals to promote optimal health. WITH FRESH that provides easy to digest, high-quality proteins, source of
PANT. 170
salmon amino acids and other nutrients. PRO PLAN offers a superior
Contains fresh salmon, which helps reduce MEAT quality to provide the best nutritional care for dogs.
digestive sensitivity and promotes overall

INGREDIENTS
PANT.171 digestive health. Salmon, brewers rice, salmon meal, whole grain corn, corn gluten meal,
animal fat (beef tallow and/or poultry oil and/or pork lard) preserved with
Ingredients of the highest quality that provide mixed tocopherols (source of vitamin E), animal digest (chicken and/or pork),
corn bran, cellulose, fish oil, calcium carbonate, salt, potassium chloride,
vitamin E, ascorbic acid (source of vitamin C), choline chloride, DL-methionine,
a superior taste. vitamin supplements (A, D-3 and B-12), L-lysine, zinc sulfate, ferrous sulfate,
manganese sulfate, niacin, calcium pantothenate, riboflavin supplement,
copper sulfate, biotin, pyridoxine hydrochloride, thiamine mononitrate, folic
acid, menadione sodium bissulfite complex (source of vitamin K activity),
calcium iodate, sodium selenite.
Image of the kibble
HELPS MINIMIZE THE PROTECTS STRENGTHENS THE

RISK OF SKIN IRRITATION HEALTHY SKIN IMMUNE SYSTEM
Formulated with salmon Contains Omega fatty acids, Formulated with antioxidants, IMMUNE
SYSTEM
vitamins and minerals minerals and proteins
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
sensible support pro plan DELICATE

DELICATE with OptiFortis is a cutting-edge formula
that helps strengthen bones and delicate teeth,
nurturing and keeping sensitive skin in top condition.
PRO PLAN nourishes dogs, providing extended health
and general wellness.
094 095
PROTECTS SENSITIVE SKIN

Salmon-based formula, high in Omega-3
MAINTAINS STRONG, fatty acids, high-quality proteins, vitamins
HEALTHY TEETH and minerals to help nourish small breed
Formulated with Tartar Control technology, a dogs sensitive skin, keeping it healthy from
phosphorous-based mineral blend that reduces uncomfortable skin conditions.
tartar build-up by 36%, relative to formulas without
tetrasodium pyrophosphate (TSPP), helping to maintain
clean, healthy, and strong teeth in small breed dogs.
STRENGTHENS BONE STRUCTURE

A special blend of key nutrients including
Calcium, Magnesium and Vitamin D help
optimize calcium uptake and maintain structural
integrity in small breed dogs, helping to reduce
the likelihood of bone damage.
Delicate Small Breed PRO PLAN DELICATE SMALL BREED
Adult dogs with delicate structures PRO PLAN DELICATE SMALL BREED
with OptiFortis provides cutting-edge
of small breed adult dogs of delicate
Brand structures, to achieve optimal health
Colors
and general well-being.
PANT.7459 Small-sized kibbles *

specially designed
for small breed dogs.
PANT. 170
Concentrated nutrition to meet the
metabolic needs of small breed dogs.
Formulated with fresh chicken

PANT. 178 as main ingredient.
Superior palatability. FORMULATED

WITH FRESH
Formulated with fresh salmon meat as the main ingredient
salmon amino acids and other nutrients. PRO PLAN offers a superior
INGREDIENTS
Salmon, brewers rice, chicken by-product meal, whole grain corn, corn gluten
meal, animal fat (beef tallow and/or poultry oil and/or pork lard) preserved
*Image of the kibble with mixed tocopherols (source of vitamin E), whole grain wheat, animal
digest (chicken and/or pork), salmon meal, calcium carbonate, tetrasodium
pyrophosphate, potassium chloride, salt, dicalcium phosphate, L-lysine, choline
chloride, taurine, DL-methionine, ascorbic acid (source of vitamin C), zinc
sulphate, ferrous sulphate, vitamin supplement (A, D-3, E, K3, B12), riboflavin
mononitrate, folic acid, copper sulphate, pyridoxine hydrochloride, calcium
iodate, sodium selenite.
STRENGTHENS BONE MAINTAINS STRONG, PROTECTS

STRUCTURE HEALTHY TEETH SENSITIVE SKIN
Formulated with calcium, Formulated with Tartar Contains Omega fatty acids IMMUNE
SYSTEM
magnesium and vitamin D Control Technology
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
BRAND
special care pro plan EXIGENT
Developed by veterinarians and nutritionists,

PRO PLAN EXIGENT with OptiEnrich is a formula
with a high-density of nutrients and a unique flavor that
even more selective dogs enjoy. Youll perceive their
health through a healthy, shiny coat.
098 099
ENHANCED COLOR AND SHINY COAT
S ome small breed dogs can SUPERIOR TASTE Formulated with VitaComplex-7, a unique
Optimal nutrition with a concentrated blend of combination of vitamins, minerals, and amino
nutrients, including high-quality protein from
be highly selective when fresh chicken meat with exceptionally appealing
acids that provide overall shine and strength,
promoting the natural color and beauty of his coat.
flavor, even for more selective dogs.
eating. Their stomachs are small,
and their energy requirements are
high. That is why it is important
that they receive the amount of Formulated with a special blend of nutrients,
including selenium, beta-glucans, vital
nutrients needed to keep them antioxidants, and vitamins to stimulate his
immune system, promoting overall health.
healthy and strong.

Exigent Small Breed pro plan exigent small breed
Adult dogs with exigent palate PRO PLAN Exigent Small Breed
with OptiEnrich provides cutting-edge
of small breed adult dogs with discerning
Brand palates to achieve optimal health and general
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well-being.
PANT. 7459 Small-sized, two shaped kibbles , *
specially designed for small breed dogs.
PANT.512
Concentrated nutrition to meet the
metabolic needs of small breed dogs.
Highly digestible to ensure optimum

PANT.519 absorption of nutrients.
Provides key nutrients to maintain FORMULATED Formulated with fresh chicken meat as the main ingredient
strong bones and healthy teeth. CHICKEN amino acids and other nutrients. PRO PLAN offers a superior
INGREDIENTES
Chicken, brewers rice, chicken by-product meal, whole grain corn, corn gluten
meal, animal fat (beef tallow and/or poultry oil and/or pork lard) preserved with
mixed tocopherols (source of vitamin E), whole grain wheat, animal digest
(chicken and/or pork), brewers dried yeast (source of beta-glucans), egg product,
fish oil, potassium chloride, salt, dicalcium phosphate, L-lysine, choline chloride,
*Image of the kibble taurine, DL-Methionine, L-cysteine, ascorbic acid (source of vitamin C), zinc
sulphate, ferrous sulphate, vitamin supplement (A, D-3, E, B12), riboflavin
mononitrate, folic acid, copper sulphate, pyridoxine hydrochloride, calcium iodate,
sodium selenite.
SUPERIOR TASTE STIMULATES ENHANCED COLOR

Nutrient-dense formula IMMUNE SYSTEM AND SHINY COAT
With beta-glucans, Formulated with IMMUNE
SYSTEM
antioxidants and vitamins VitaComplex-7
SYSTEMS
DIGESTIVE
SKIN SYSTEM
& COAT
SECTION 4
CREATE ENGAGING
BRAND EXPERIENCES
104 DUAL COMMUNICATION STRATEGY
106 GENERATING AWARENESS
114 GENERATING SHOPPER CONSIDERATION
134 GENERATING RECOMMENDATION
140 SALES FORCE SUPPORT MATERIALS
0102 0103
144 SMALL BREED CAMPAIGN
BRANDBOOK PRO PLAN DOG BRAND BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES
Dual communication
strategy
T he message in all the communication materials is

a creative expression of the PRO PLAN Big Idea:
PRO PLAN nourishes the bond of unconditional
care.This comprehensive toolkit, based on the
PRO PLAN dual communication strategy, seeks to:
a) Deepen the relationship consumers have with
PRO PLAN through a more emotional brand message.
b) Generate passive brand recommendations by getting
the consumer to ask experts about the brand.
c) Support vets and trade experts with specific
product information, leveraging brand science and
technology credentials, with the objective of being
the most recommended brand.
DUAL
The message will vary from emotional to technical,
depending on the target and the moment of engagement.
We expect that this new toolkit will help amplify the
campaign in the market, generating more authentic
PRO PLAN brand experiences.
105
COMMUNICATION
STRATEGY EDP CONSUMER
TV, OOH, PRINT, POP, DIGITAL PRINT, POP, DIGITAL, TRADE
EDP TRADE/VETS
TASK TASK
Build Awareness Consideration & POL*
and Consideration recommendation
GOAL GOAL
Intrigue EDPs to ask Give Experts and EDPs the info
experts about PRO PLAN and confidence to decide
PURCHASE
CONVERSION
CAMPAIGN WHERE WHERE CAMPAIGN
Target consumer touch Inform vets and EDPs in
points beyond vet and around vet clinics
clinics/specialty pet stores and pet stores
WHEN WHEN
Reach EDPs in Reach EDPs in moments when they
moments when they need to be reassured that theyre
are open to listen making a good choice for their pet
EMOTIONAL RATIONAL
AWARENESS CONSIDERATION RECOMMENDATION SUPPORT
*Professional opinion leader

Generating awareness
T his is a long-term advertising effort that will exist

in the Latin American markets. The new campaign
features all new advertising for the entire family of
PRO PLAN dog formulas to support PRO PLAN dog
range relaunch.
It is important to note that these materials should be
used as they appear in this book. If your market needs
to run additional materials not provided in this toolkit,
it is your responsibility to obtain approval for the finished
pieces from Fallon Worldwide.
If you have any questions about the information in this
guide, please contact the NPP Regional Marketing Team
or Fallon for clarification.
GENERATING 107
AWARENESS
BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES
BRAND BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES
BRAND
TV
Theme: Miradas
The TVC is meant to be used in tandem with our other communication materials. It leverages PRO PLANs
Big Idea, PRO PLAN nourishes the bond of unconditional care, and introduces our new Moment of Truth
strategy. The TVC features new dog footage, music, graphics and packaging.
Z-TVC Miradas
01 04
Narrators voice continues:
Music starts
108 109 Thats why you choose
Purina Pro Plan.
02 05
Narrators voice continues:

Prepared with only the finest ingredients,
Narrators voice begins: like fresh chicken meat or salmon, and the
Pro Plan and you know latest advancements in nutrition, for each
that one look says it all. key moment of his life.
03 06
Narrators voice continues: Narrators voice continues:

That he will always be by Purina Pro Plan:
your side and you will always protects while it nourishes.
give him the best unconditionally.
BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES
OUT-OF-HOME: LONG DISTANCE OUT-OF-HOME: SHORT DISTANCE

Out-of-Home templates should be used for highway billboards Out-of-Home templates should be used for bus shelters,
and other long-distance opportunities. It is recommended that street-level billboards and other short-distance opportunities.
local markets seek out spectacular long-distance out-of-home Local markets should find outstanding short-distance out-of-home
executions to help draw more attention and interest to the brand. locations to increase consumer awareness.
Z-OOH Long Distance Vizla Z- OOH Short Distance Vizla
110 111
Z- OOH Long Distance Rhodesian

CONSUMER PRINT ADS

Print templates for full-page consumer ads deliver key brand
messages and encourage consideration. The new creative
contains executions for the full line of products and specific
ads for each Moment of Truth.
112 113
Z-Print_Ad_Vitality_S.pdf Z-Print_Ad_Initial_Protection_S.pdf Z-Print_Ad_Vital+_S.pdf Z-Print_Ad_Be_Fit_S.pdf Z-Print_Ad_Sensible_S.pdf

Generating shopper
consideration
P ath to Purchase is a strategy for creating

a dialogue between the consumer and
the product. Think of it as using various
communication tools to engage the consumer/shopper
in a conversation.
It begins with broad, emotional messages to capture
consumers attention and becomes increasingly rational
and detailed as the consumer gets closer to purchase.
Finally, it culminates in a call to action at the shelf to
close the sale. All communication materials are built
to generate consideration among consumers and
recommendation among vets.
If you have any questions about the information in this
GENERATING
guide, please contact the NPP Regional Marketing Team
or B+G for clarification.
0114 115
SHOPPER
CONSIDERATION
THE 4 STAGES OF PATH TO PURCHASE
Activate
Persuade
Connect
Interrupt
STAGE 1 STAGE 2 STAGE 3 STAGE 4

LOCATION OF COMMUNICATION IS IMMEDIATELY LOCATION OF COMMUNICATION IS INSIDE THE LOCATION OF COMMUNICATION IS AT THE LOCATION OF COMMUNICATION IS
OUTSIDE THE VET CLINIC OR STORE. VET CLINIC OR STORE, BUT NOT AT SHELF. PRO PLAN SHELF OR DISPLAY AREA. AT THE PRO PLAN SHELF.
> Communication connects with the consumer

> Communication informs the consumer about > Communication activates the consumer
EDP in an engaging tone that encourages a visit to the
PRO PLAN area of the clinic or store.
the health benefits & RTB of the brand. behavior by featuring a call to action.
> Communication interrupts both
targets with a provocative message.
> Communication engages the opinion leader
POL* to the Moment of Truth proposition, as the
responsible way to recommend best nutrition.
> Communication reassures to the opinion leader
the right product across the PRO PLAN portfolio.
> Communication activates the opinion leader
to definitely recommend PRO PLAN.
* Professional opinion leaders. Note The communication materials on the following pages are for display in veterinary clinics and pet specialist stores.
The materials should be used only in the areas of the store for which they were created.
All Path to Purchase materials are provided in PAWs.
Moment of truth conceptual POSTER Moment of truth conceptual TOTEM

To be positioned at the entrance of vet clinics or pet stores. Should be placed next to the PRO PLAN shelves in
This simple material is able to deliver with impact the new order to enhance brand awareness and improve product
PRO PLANs proposition for the category with the Moments line consideration throughout the new Moment of Truth
of Truth statement: His needs change, your care for him doesnt. proposition, new line configuration.
Z- MOT Poster Z- MOT Totem
118 119
Moment of truth conceptual DOG GONDOLA SPECIFIC SHELF TALKERS

Presents the product range and related benefits and can be placed in The Shelf Talker, integrated or not with the PRO PLAN shelf,
other purchase points. Shoppers can navigate on different Moments is a horizontal tool to help the shopper navigate within our
of Truth, through the whole product range, understanding the portfolio, in order to choose the best solution identified
benefits of each variety, supported by the Opti-Technologies. by the specific Moment of Truth names and benefits.
Z- MOT Gondola Z- Shelf Talker
Header
120 121
Stopper R
Stopper L
SPECIFIC STOPPERS SPECIFIC WOBBLERS

Like the Shelf Talkers, it was designed to vertically organize the shelf, This material highlights the specific products benefits,
in order to help the shopper navigate within our portfolio to choose supported by our exclusive technology, helping shoppers make
the best solution, identified by the specific Moment of Truth names, purchase decisions and opinion leaders to recommend our
benefits and Opti-Technologies presented by all varieties. products and Opti-Technologies presented by all varieties.
Z- Stopper Z- Wobbler
122 123
SPECIFIC POSTERS SPECIFIC TRAY CARTS

Specific posters to call our shopper from each Moment of Truth to buy our specific The Tray Cart is an innovative proposition to generate impact and attraction to a
solutions, specially made to his dogs needs. To be placed very close to the product shelf, specific Moment of Truth with product exposition. A campaign calendar across the year
these materials grab the attention and work as an emotional gimmick, connecting the is recommended, and the ideal placement is near the entrance for small shops or close
moment with the PRO PLAN portfolio and its exclusive Opti-Technology. to the aisle for medium/large stores.
Z-Poster Z- Tray Cart
124 125
SPECIFIC TAKE ONES SPECIFIC CONSUMER BROCHURES

The Take One experience gives technical information to EDPs about the Moment of Truth and dogs needs, The Consumer Brochure gives technical information to provide EDPs with product information,
PRO PLAN product benefits and indication of use. The shopper gets to the shelf point and the Take One benefits and indication of use, connecting the portfolio to a specific Moment of Truth, into the
offers to the shoppers and consumers a brand experience, with a rational explanation about the specific new PRO PLAN Moment of Truth proposition. The brochure is the last step to purchase,
nutritional benefits and visual signs of health of each product. giving the consumer all the specific information he needs to engage with the brand.
Z-Take One Z- Consumer Brochure
126 127
SHOPPER CONSIDERATION REPERTOIRE
Conceptual moment of truth materials

Z- MOT Gondola
Z- MOT Totem
Z- MOT Poster
Z- Wobbler
Z- Tray Cart Z- Stopper
Specific moment of truth materialS Z-Poster Z- Shelf Talker
Z-Take One
Z- Consumer Brochure
Large Pet store
VET CLINIC OR SMALL PET SHOP
Generating
recommendation
G enerating recommendations among influential

experts is key for the PRO PLAN brand. Our
core consumers rely on experts to make their
purchase decisions.
Make sure you have a communication strategy to keep
vets involved and engaged with the brand. Think of using
the various communication tools to engage with vets and
to keep them updated on PRO PLANs latest nutritional
technologies. The language in these materials will be
technical and precise.
GENERATING 135
RECOMMENDATION
dossier CLINIC TECHNICAL POSTER

Complete document and technical communication material that All six posters in one. This material is meant to go inside the clinic room where the vet treats his patients. This set
consolidates detailed and technical information related to PRO PLAN of posters is meant to be overlaid on top of each other. Each poster highlights a specific Short and very specific
Dog technologies. It is recommended that this dossier is handed over guide for vets, which showcases each PRO PLAN dog technology and helps vets explain the patient condition in
personally from NPP representative to the vets. a graphical way. Vets are highly encouraged to keep this tool as close as possible to where they treat their patients.
Z- Dossier Z- MOT Tech Poster
136 137
Target audience: Vets Target audience: Vets

TECHNICAL SHEET TECHNICAL PRESENTATION

Short and very specific guide for vets, which showcases each PRO PLAN Dog formula benefit and composition This technical presentation is meant to be used during the
that consolidate all the technical information related to each variant. It also contains a comparative chart launch of the new range to vets. This tool is highly technical
highlighting the competitive advantages vs. the main competitor. The local market should be responsible for the and has been developed to be used from NPP vet to vet.
information accuracy (the competitors formulas may change from one market to another).
Z- MOT Tech Sheet Z- Technical Presentation
138 139
Target audience: Vets Target audience: Vets

Sales force support materials
T he NPP sales representatives, who have direct

contact with key opinion leaders (vets or pet
shops) must be fully confident in the product
we offer. In this section, you will find a set of tools that
will help our team communicate the products benefits
in the specialist channel.
SALES FORCE
141
SUPPORT
MATERIALS
Moment of Truth SALES SHEET PRESENTATION

Reference material for sales force that helps to quickly This short version is meant to be used to explain our formula
explain dogs nutritional needs and the special technology benefits and technologies to the trade. It can be used by NPP
behind PRO PLAN. Materials are designed for each formula. sales force, promo vets or NPP vets, and the target can vary
from pet shop staff and veterinary staff.
Z- MOT Sales Sheet Z- Presentation
142 143
Target audience: Sales Team Target audience: Sales Team

BRAND
Small Breed Campaign
O ne of our largest opportunities in Latin America

is in our specialized line of small breed products.
These formulas merge nutrition science and
consumer insights to offer solutions for the unique
needs of small breed dogs and their owners.
Similar to our other creative options, the communication
customized for this line of products is built from
PRO PLANs big idea.
SMALL BREED 0144 0145
CAMPAIGN
BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES
BRAND BRANDBOOK PRO PLAN DOG CREATE ENGAGING BRAND EXPERIENCES
BRAND
SMALL BREED CAMPAIGN

The small breed portfolio has a complete line of
communication to generate awareness, build consideration
and recommendation and capitalize on the small breed
opportunity across the Moments of Truth.
Z- SB Tech Poster
Z- Print Ad small breed
Z- SB Poster Z- SB Totem
Z- SB Tech Sheet
Z- SB Tray Cart Z- SB Consumer Brochure
Z- SB Sales Sheet
SECTION 5
EXECUTE
FLAWLESSLY
150 EXHIBITION AT THE POS
152 CONSUMER BRAND EXPERIENCE
154 TEAM LAUNCH EXPERIENCE
156 MARKET EXECUTION
0148 0149
BRANDBOOK PRO PLAN DOG EXECUTE FLAWLESSLY
BRAND BRANDBOOK PRO PLAN DOG EXECUTE FLAWLESSLY
BRAND
EXHIBITION AT THE POS

The Moments of Truth, the product and the consumer needs intersect at
the shelf. Its important that the shelf is easy to navigate for consumers,
so they better understand the product and our offerings. The challenge
is increasing our product availability and share of space at retail.
Group the products by Moment of Truth in this sequential order:

Initial Protection, Adult Vitality, Vital Plus, Special Care, Sensible
Support and Be Fit. Adapt assortment range according to the stores
clusters and available portfolio, giving priority to Initial Protection,
Adult Vitality and Vital Plus.
1 Kg
1 Kg
1 Kg 3 Kg
3 Kg
3 Kg
15 Kg
15 Kg
15 Kg
Small Breed Section Dog Planogram without Small Breed Full Dog Planogram
If the complete small breed portfolio is available, separate the small breed products If our small breed portfolio is limited, place all products
into their own section, capitalizing on this important and relevant trend. together, organizing the products on shelf by Moment of Truth.
TRAFFIC FLOW
BRAND
CONSUMER BRAND EXPERIENCE

A new conversation into the category:
Always connect with the target throughout the New Moment
of Truth proposition to the category, instead of a commercial
approach. Product exposition and presence are not mandatory.
From a special flyer to a PRO PLAN boutique

following the must-have components, the Moment of Truth
experience can be as complex as the budget permits. MUST-HAVE COMPONENTS
It is not a matter of scale, but a matter of coherence with the
objectives, approach and the super-premium taste the brand MOT CATEGORY STATEMENT MOT WHEEL PRESENTATION
deserves, with attention to the details. His needs change. What connects Brand, Target and Category
Your care for him doesnt. throughout the MOT opportunity.
PRO PLAN BLACKPIANO & SILVER L&F INFORMATION AND ENTERTAINING.

Integrate Dog and Cat attributes at the brand level, Linking MOT to our portfolio
152 153 and guarantee premiumness. in a subtle and smart way.
Stardard BtL materials reinvented

MOT Wheel Flyer
Special PDV material
Interactive MOT totem
Key Account activity Special activity
Station corner with products Walk through MOT
Make it tangible
MOT health card
BRAND
TEAM LAUNCH EXPERIENCE

How to deploy our message inside NPP:
Inspire all internal PRO PLAN stakeholders to completely
understand the uniqueness of the Moment of Truth proposition,
to guarantee the amplification of our message in the market.
At the launch moment, we need to immerse our people in our

new, unique and powerful Moment of Truth proposition.
Be focused on telling a story, managing expectations
step-by-step, with all the unprecedented strategic guidance,
information and tools we do have now, to create the most
important PRO PLAN brand launch ever.
154 155
PRE-ACT: FIRST ACT: SECOND ACT: THIRD ACT: FOURTH ACT: FIFTH ACT:
Define the best Entrance: Describe the Explain the concept Present the Show how to win
theater. Create a teaser. main character. in details. weapons. the battle.
RHYTHM
Our brand strategies are only as good as their execution, and excellence in
MARKET EXECUTION
execution start with planning. The tools provided in this book are meant to help
each local market achieve strong, functionally aligned plans, leading to
o u t s t a n d i n g e x e c u t i o n e v e r y d a y.
Path to Purchase materials to create a dialogue between EDPs

Long-term advertisement effort. Materials The recommendation among influencials is key, based
and products. Begins with emotional messages and becomes
AWA R E N E S S with the emotional brand message and C O N S I D E R AT I O N increasingly rational and detailed. 4 stages, from areas outside
R E C O M M E N D AT I O N on EDPs reliability on experts. Keeps vets involved
engaging communications. and engaged with the brand.
the store to inside the store and at shelf.
CONSUMER CONSUMER VETS
Z- DOSSIER Z- MOT TECH POSTER

MOMENT OF TRUTH CAMPAIGN
TV AD Z- MOT POSTER Z- POSTER Z- MOT TOTEM

1st year 2nd year 3rd year
1st year 2nd year 3rd year 1st year 2nd year 3rd year
Z- MOT TECH SHEET Z- TECHNICAL PRESENTATION

1st year 2nd year 3rd year 1st year 2nd year 3rd year 1st year 2nd year 3rd year 1st year 2nd year 3rd year
Z-OOH LONG DISTANCE Z- OOH SHORT DISTANCE
Z- SHELF TALKER
1st year 2nd year 3rd year 1st year 2nd year 3rd year Z- MOT GONDOLA
Z- WOBBLER
SALES FORCE/NPP VETS
Z- STOPPER
Z- MOT SALES SHEET Z- PRESENTATION

1st year 2nd year 3rd year 1st year 2nd year 3rd year 1st year 2nd year 3rd year
Z- TAKE ONE
CONSUMER PRINT ADS
Z- TRAY CART
Z- CONSUMER
BROCHURE
CONSUMER CONSUMER VETS SALES FORCE/NPP VETS

SMALL BREED CAMPAIGN
Z- SB POSTER Z- SB TECH SHEET

Z- SB TRAY CART Z- SB SALES SHEET
Z- PRINT AD 1st year 2nd year 3rd year
SMALL BREED 1st year 2nd year 3rd year 1st year 2nd year 3rd year
Z- SB TOTEM Z- SB TECH POSTER

Z- SB CONSUMER
BROCHURE 1st year 2nd year 3rd year 1st year 2nd year 3rd year

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BRANDBOOK PRO PLAN DOG WELCOME BRANDBOOK PRO PLAN DOG WELCOME

T he Latin American team is delighted to provide

All materials presented in this book are available in PAWS.

P URINA PRO PLAN understands that a dogs

The bond between

Brand target audience

P RO PLANs core owners are driven by a desire

Y our pet understands you, just as you understand

Our food philosophy:

P RO PLAN is the intersection where science

How our nutrition feeds the

P RO PLAN understands that throughout a

T hese key moments are characteristic of

INITIAL PROTECTION BE FIT

ADULT VITALITY SENSIBLE SUPPORT

VITAL PLUS SPECIAL CARE

Brand essence model

Target Consumer Rational

BASIC LOGO APPLICATION LOGO VARIATIONS

MINIMUM RECOMMENDED APPLICATION

In order to ensure the legibility and all attributes of

LOGO VARIATIONS (HORIZONTAL POSITION)

Purina Purina Purina Purina

MINIMUM RECOMMENDED APPLICATION

LOGO/TAGLINE COMBINATION TYPOGRAPHY

030 031 abcedfghijklmnopqrstuvwxyz

Geometr706 Geometr706 BT MEDIUM

Geometr706 Geometr706 BT BLACK

Univers Univers Condensed

Univers Univers Condensed Oblique

Univers Univers Condensed Bold

INITIAL PROTECTION ADULT VITALITY

puppy small breed 1 2 3

puppy complete 4 5 ADULT complete 3 4

puppy large breed 6 7 ADULT LARGE BREED 5 6 FILETS 7

1. FrenchBulldog5_flat.psd 5. Golden pup 2c_a_flat.psd 1. FrenchBulldog_flat.psd 5. purinaPro_29058_ip4_flat.psd

VITAL PLUS be fit

adult 7+ small breed 1 2

SENSIBLE SUPPORT SPECIAL CARE

delicate small breed 1 2 3

1. Westie.psd 5. purinaPro2_32513_ip5_flat.psd 1. Purina_Yorkie_ip3_a_flat.psd 4. Vizla.psd

P RO PLANs new packaging brings the product

PACKAGING 040 041

PRO PLAN BLACK

LIFE STAGE VARIETY CLOSE-UP OF DOGS FACE PURINA LIFE PLAN

1 The color band identifies which product it is.

7 The manufacturing texts and importing countries should be adjusted according to 7 4 4

Kibble VITAL PLUS

T he kibble inside the pack is just as important

INITIAL PROTECTION be fit

adult VITALITY SENSIBLE SUPPORT

EXIGENT SMALL BREED

A t PRO PLAN, we continuously redefine the

INITIAL PROTECTION Pro Plan puppy

Developed by veterinarians and nutritionists, PRO PLAN

to external threats. This period of

Puppy Small Breed pro plan puppy small breed

Contains Omega 3 fatty acids, which promote

STRENGTHENS THE OPTIMIZES NUTRIENT PROMOTES A HEALTHY

Puppy Complete pro plan puppy complete

Puppies until 2 years old PRO PLAN PUPPY COMPLETE with

to promote the development of strong teeth INGREDIENTS

*Image of the kibble

STRENGTHENS THE OPTIMIZES NUTRIENT PROMOTES A HEALTHY

Contains Omega 3 fatty acids, which promote

PANT.330 Contains Omega 3 fatty acids, which promote

PANT.7421 Specially designed kibbles for small dogs.

Optimal balance of calcium and phosphorus,

Optimal balance of proteins and fats provides

Specially designed kibbles *

Contains natural source of glucosamine to INGREDIENTS

Optimal protein to fat ratio to help maintain

Strong Teeth & Bones. Calcium, phosphorus

PANT.7459 Easy to chew kibbles for small size senior dogs.

High-quality nutrition promotes optimal digestion.

PANT.424 Easy to chew kibbles for all senior dogs.

High-quality nutrition promotes optimal digestion.

PANT.424 High protein levels to maintain muscle

Contains natural source of three types

With ingredients of the highest quality for