From six months to two weeks.

Developing a new line extension takes time. Sometimes you work for six months. Sometimes… you have two weeks.
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Cesar is well-known as a premium food brand for small dogs. As the brand’s distribution had moved “across the street,” it was looking to maintain a presence in pet specialty where limited-ingredient brands were taking over.
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The initiative was to roll out a new sub-brand built on the known equities and introduce a shift in the product approach. Exploration began on creating a limited-ingredient, grain-free, protein-first, natural range specifically for small dogs. Therefore, the strategy focused on capturing the farmers market’s essence rather than other brands’ wild nature.

Then came the call.
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A week before the photoshoot. A new, more valuable opportunity emerged. Almost everything changed… except the timeline. A new sub-brand needed to be created and vetted, designs created and approved, product photographed, and designs frozen — ready for deployment.
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In two weeks.

The result was Cesar Simply Crafted. From launch, the sub-range experienced sustained growth, which led to new varieties and protein extensions.
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