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.