Boil signs a new challenger in the dog food industry

Antwerp,  10 may 2022
Gutsy press release
"Gutsy is a new brand of dog food enriched with insects that allows owners to keep their beloved pets and the planet healthy. Boil developed the entire brand from scratch (challenger strategy, brand name, brand design, packaging) and built a new webshop with the aim of enabling direct sales to consumers as quickly as possible.

Due to the recent surge of interest in healthy dog food, Gutsy needed a distinctive story. Boil® took on this challenger and looked into the market for insect-based food. The conclusion was that adventurous men were particularly receptive to food based on insects. Additionally, there was a lack of bold brands in the dog food category. Thus, the new name 'Gutsy' was born, along with the accompanying story 'Feed the Adventure'. A story aimed at climate-conscious people who want to enjoy nature with their furry friends.

The brand's challenger strategy aims to build a movement of like-minded owners with an active lifestyle who don't just buy a product, but want to be part of something bigger. Boil® developed its own methodology in the form of the Brand Essence Model, specifically aimed at the needs of challenger brands. Since tastes and colors are personal, Boil® focuses on the principle of intelligent creativity.

Using insights from neuromarketing, the agency develops storylines that better align with the subconscious. Thanks to the partnership with Mindspeller, Boil® validates its creative expressions in no time before launching them."

Check out the final result here.

About Boil®

Boil® is a brand growth agency dedicated to propelling ambitious challenger brands on their journey towards growth.

Fueled by purpose and driven to make an impact, challenger brands distinguish themselves through their unique missions, paving the way for new market categories.

Boil supports these brands by first establishing their positioning, category design, and brand strategy, followed by assisting their go-to-market approach with a tailored digital growth plan and website services.

Based in Europe, Boil serves clients worldwide, including names such as Sony Music, Dingbats, Friesland Campina, Apex, Idalko, dScribe, Nett, and Gutsy, ...
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