PRESS RELEASE Seymourpowell Creates New Look for Nestl Purinas PRO PLAN catfood brand Seymourpowell unveils

new packaging designs and visual identity for the Nestl Purina PRO PLAN Cat brand with a completely new look for pan European roll out London, UK, 12 March 2012 leading global design and innovation company Seymourpowell, is pleased to announce details of the new look created for the Nestl Purina PRO PLAN catfood brand in Europe. Seymourpowell created the packaging and the styling for all communication materials including the website. Rollout across Europe starts from March 2012. The Nestl Purina brand PRO PLAN is a high quality product sold through specialist channels veterinary practices and specialist petshops such as Pets at Home with target consumers driven by health and prepared to pay a premium for high quality, vet endorsed products. Nestl Purina approached Seymourpowell to create a new look for the brand and following a three way pitch Seymourpowell successfully created concepts taken forward to research. Research in France and Russia produced an overwhelming result for the winning concept. The successful concept creates category-breaking emotional engagement with the consumer through the dramatic & beautiful cat portrait while the heath credentials of the brand are underpinned with strongly scientific communication of specific product benefits. In combination with this, the additional vet endorsement and Purina expertise icons command authority and give full assurance of product quality and performance for the target consumer. Clarity of the range architecture ensures maximum consumer shopability experience and range understanding through clear, approachable colour coding. The creation of an iconic cat image creates outstanding shelf presence and standout, and provides a strong platform for the brands comms in key consumer touch points. Seymourpowell created a new comms mark that integrates the iconic cat image with the PRO PLAN brand mark to drive one single-minded visual presentation for the brand. The challenge to combine the black & white iconic image mark with the colour world of consumers within advertising, web and point of purchase communication was successfully met through the combined use of the comms

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mark and engaging full colour cat imagery featuring specialist breeds. A full identity and brand manual creates the whole world of the new look for all markets across Europe. Phil Houldershaw, Design Director at Seymourpowell explains, Our approach to break the mould for the brand with the creation of the big cat face design, challenges specialist channel category norms and creates a great icon for the brand we were looking to create a design that would stretch beyond packaging into all touch points, which we believe we have achieved. Key to this was the complete support of the Nestl Purina PRO PLAN Cat brand team who let the idea translate through to all media without dilution or fragmentation. Sarah Bell-Klauser, European Marketing Manager, PRO PLAN Cat added Seymourpowell clearly understood our objective to challenge the status quo and translated this into a brilliant design strategy and break-through creative. Seymourpowell helped us break the rules and create something truly innovative. They delivered an iconic new look that will put PRO PLAN catfood firmly on the map. Seymourpowell continues to work closely with Nestl Purina and the PRO PLAN Cat team as brand guardians and sole European agency to extend and drive the continued brand role out and future brand extensions. ***ENDS*** For further information contact: Tim Duncan or Hettie Rous PR, Seymourpowell Email: tim.duncan@seymourpowell.com Tel: +44 (0) 20 7386 2369 Email: hettie.rous@seymourpowell.com Tel: +44 (0) 20 7386 2339

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About Seymourpowell The shape of things to come Seymourpowell is one of the worlds leading design and innovation companies. Founded in 1984 by Richard Seymour and Dick Powell, the London-based group of award-winning designers has produced some of the milestone products of the last two decades. The company is now part of Writtle Holdings. Seymourpowell is currently 90 people, combining a design studio, research centre, materials library and prototyping workshop. Seymourpowell has a unique holistic approach to design and innovation, which combines in depth experience and up to date intelligence about people, markets and businesses. The company has the ability to forecast and interpret the vital implications of behaviors and work out future scenarios to give its clients the confidence and reassurance they are making the right decision. Seymourpowell is skilled in exploiting ideas that create real value and always look to move clients forward creatively. Seymourpowell is not just a company of visionary thinkers, but future doers. Ultimately, Seymourpowell is about making things better: better for people, better for business and better for the world. Specialisms include design innovation, transportation design, ethnographic user research, strategy and new product development (NPD), trends and forecasting, product design and development, 3D structural design and 2D graphic design.

About Nestl Purina Nestl Purina PetCare Company is a leader in the pet products industry, dedicated to improving the lives of cats and dogs through quality nutrition and care. Core philosophies include promoting responsible pet care, humane education, community involvement, and the positive bond between people and their pets. In December 2001, Nestl S. A. completed the acquisition of the Ralston Purina Company and

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began the process of integrating their Friskies Petcare business with Ralston Purina to create the world's leading petcare company, Nestl Purina PetCare. Friskies had over 80 years of pet care experience, about the same as Ralston Purina, and now that wealth of knowledge, all based around understanding and meeting the needs of pets and their owners, is being combined to enhance pet nutrition and continue to provide the finest quality pet foods. This combined expertise allows Nestle Purina to be at the forefront of research into dog and cat nutrition. Nestle Purina is involved in extensive work with the veterinary profession across the world to ensure that dogs and cats are provided with the best possible nutrition. In addition to Purina Veterinary Diets range, which is only available through veterinary practices, Nestle Purina manufacture PRO PLAN, Bakers, Beta, Bakers, Felix, Go-Cat, Purina ONE, Winalot, and many other well-known brands