Bolt
Case Study

Shifting brand positioning from functional to emotional

Redefine proposition and aesthetic for modern pet owners

Pet Food case study

Challenge

  • Shift positioning from functional to emotional, redefining the proposition and aesthetic to win with modern pet owners in an increasingly competitive market.

What We Did

  • Tested 3 brand concepts (Current Concept and two New Concepts) across 750 UK dog owners in line with segmentation study results, complemented by QualAI deep-dive with n=100, exploring emotional resonance, trust, and barriers in consumers' own words.
  • Concept results were compared with former research to develop further strategic direction for the team.

Key Insights

  • New Concept 2 delivered the strongest performance across relevance, purchase intent, and brand fit.
  • QualAI confirmed the concept successfully shifts the brand towards a warmer, more modern identity without compromising trust.
  • Heritage and natural credentials remain the core drivers of credibility amongst consumers.
  • Practical barriers, rather than emotional ones, are the primary obstacle to broader switching.

Business Outcomes

  • Evidence-based direction for relaunch, reducing investment risk before full execution.
  • Identifies the optimal balance of emotional and functional messaging to drive conversion.
  • Pinpoints price perception as the key barrier, informing how to justify the premium.
  • Aligns internal teams and agencies around a single, validated creative direction.
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