Bobtail revite


Bobtail has been South Africa's favourite dog food brand for 30 years - and the brand's latest makeover is ensuring it wags even more tails in 2017!
"As the market leaders within the mainstream dry dog food segment, we are always looking for ways to grow consumers' love for the brand. Our recent brand revitalisation was all about taking the great taste dogs love and adding even more goodness and consumer appeal,” says Aamina Shaik, Pet Food Brand Manager at RCL FOODS and a passionate pet owner herself.  
Bobtail now features Vitarite, a combination of 23 essential vitamins and minerals which will assist in providing dogs with a healthy skin and coat, building strong teeth and bones, boosting their immune system, and promoting muscle strength and agility. To alert consumers to Bobtail's enhanced nutritional content, the Vitarite benefit features prominently on the front of the new packaging - which is the second aspect of the brand revite. 
Breaking with convention, Bobtail's new packaging now leaps off the shelf with striking visuals on a unique, bright-blue background that will be synonymous with the brand going forward. Colour-coded bands have also been added to assist shoppers with a choice of life stages and flavours.
To ensure a smooth transition from the current packaging to the 'NEW & improved' packaging, shelf strips and category banners have been placed in-store to assist with shopper navigation. The Bobtail website has also been reskinned to accommodate the new look and feel. 
"Through our new Vitarite benefit and packaging revite, supported by our exciting new TV commercial, we look forward to creating new excitement and growing even more love for Bobtail in the mainstream dog food segment," says Aamina.  
Look out for the new TV commercial which launches at the end of February 2017 - it's sure to get tongues and tails wagging!