Case Study - Finding the Right Slogan for a Premium Dog Treat Brand

The challenge

A premium dog treat brand was preparing to launch a new natural product line. The marketing team had 14 slogan options, but no reliable way to identify which message would resonate most with dog owners.

The solution

We used MaxDiff with dog owners to measure the relative appeal of each message and build a clear ranking. The analysis compared overall preferences and the 18-35 segment.

What we learned

A bite of happiness for your best friend. emerged as the strongest message overall.

Message preferences varied by profile: owner profile:

• Ages 18-35: For ages 18-35, the Top 3 are: 1) For dogs who deserve the best. 2) Small treat, big moment of happiness. 3) Because a good dog deserves an excellent treat..
• Overall: Overall, the Top 3 are: 1) A bite of happiness for your best friend. 2) Because a good dog deserves an excellent treat. 3) Small treat, big moment of happiness..

Why it matters

Instead of choosing by intuition, the brand validated which promises create the strongest impact for each audience.

The impact

With a prioritized messaging platform, the brand deployed more precise communication by channel and audience, with +15% conversion in 4 weeks.

ℹ️ About the real study behind this case

This case study was derived from a real study conducted by MaxDiffPro. It has been anonymized for confidentiality: the tested options and results shown here do not correspond exactly to reality. The actual study had the following characteristics:

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Country

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Items tested

16

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Respondents

~320

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Timeline

5–6 days

The timeline depends on the complexity of the study and the target audience.