Ben and David - Brand Edge

Case Study - SPECIFIC™

Case Study Quote

Brand development – SPECIFIC™


This case study demonstrates…
a) our multi-market capability and experience
b) the ability to create and deliver a tight process involving internal workshops and audience insight generation and testing
c) our expertise in creating brand positioning platforms that individual product propositions can sit under


SPECIFIC™ is a range of premium nutritional pet food products for Cats and Dogs owned by Dechra and available in over 12 markets, including the UK.

Brand Edge was approached to help build a new brand positioning that would appeal to pet owners and vets equally, highlight product differentiation and ultimately create a powerful platform for all brand communications.


1. Immersion… a series of cross-market immersion workshops in which we explored the market, the brand, and its competitive set, target audience profile and individual in-market dynamics.

2. Creation… Brand Edge used the output from the workshops as fuel to create 3 potential brand platforms for SPECIFIC™…
i. Source of positive energy
ii. All round healthier
iii. Big on the little things

3. Testing… Online quantitative research across 9 markets to test the appeal and strength of each platform, followed by qualitative depth interviews in each market.

4. Development… From the winning platform, Brand Edge created the concept of “Circle of Good” …a simple but powerful movement that encourages both Pet Owners and Vets to join the “Circle Of Good” with targeted messages for each audience.


Following the launch of the new postioning, SPECIFIC™ made spectacular share gains driven by sales uplifts.

And just as important was the City response. Dechra Pharmaceutical Plc has become one of the stock market favourites.
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