Case Study: Del Monte revitalizes Kibbles ’n Bits with ATOM’s brand strategy

Del Monte boosts positioning to 84% with ATOM

Del Monte's dog food brand, Kibbles 'n Bits, was facing a decline in market share as newer, healthier competitors emerged. The challenge was to reshape the brand's perception as "junk food" and reposition it to remain competitive. The vendor, ATOM, was engaged to provide strategic services including market research and brand analysis.

ATOM developed a new positioning strategy that was tested against Del Monte's existing and internally-generated concepts. ATOM's concept scored 84% in internal validation, the highest in the company's history, significantly outperforming the other options. This successful effort by ATOM revitalized the brand and generated excitement within the Del Monte team for the product line.

Del Monte