Colgate-Palmolive:

Creating and validating new business models with Hill’s

The Challenge:

A booming personalised nutrition trend in human food & beverages inspired Hill’s to explore the potential of pet personalised nutrition.

We partnered with Hill’s to develop the consumer and vet facing D2C positioning of the new service.
The Approach:

The approach required end to end thinking that considered the role of different influencers n the D2C journey:
1. We explored the personalisation opportunity internally with stakeholders and externally through trends inspiration.
2. We collaborated with vets and owners in a co-creation workshop to refine the business model and value proposition.
3. We developed a product positioning with consumers in live co-creation sessions to inform differentiated concepts.
4. We delivered a strategy that provided clear guidance on the steps towards deliver a new D2C personalised pet model
The Impact:

We delivered a suite of concepts that were Vet and consumer endorsed enabled the team to make tangible plans to execute a D2C model.