Minneapolis branding + design agency, Kick, partnered with Triple Crown Nutrition to launch a new, advanced line of horse feed formulas—each with elevated levels of key nutrients that are a winning combination. The new line is Triple Crown Gold with 3 formulas: Perform, Senior and Balancer.
It starts with insights and strategy
All of Triple Crown horse feeds are super-premium, packed with the right levels of nutrients for horses to thrive. But sometimes, a horse needs even a little bit more. This is where the idea for Gold came about. Elevating the electrolyte balance, fat levels, gastric buffering and amino acids to give certain horses, especially those that compete, the edge they need to go from great to winning gold. Creating a new standard for horse feed.
Packaging that jumps
To stand out in dealer aisles, Kick designed the Gold packaging to exude premium and top quality with the deep indigo blue, metallic gold highlights and matte and gloss varnish details. The brand’s core line is white, so these jump out of the aisle and communicate their premium ingredients and results.
Select dealers
Gold is a line that is only available in select, independent dealers. To communicate this, Kick created digital ad campaigns, social messaging and landing pages to help those interested learn more, and find a dealer as it rolls out into regions and locations.
The campaign, “Go for Gold,” launches the line with animated gold glitter that unearths the message, and the Triple Crown crowns.
“Triple Crown Gold takes the best of everything we’ve learned over the years and combines it in a feed that gives your horse that extra edge they need to go from great to Gold,” said Rob Daugherty, Founder and Chief Executive Officer of Triple CrownNutrition. “We loved Kick’s packaging design from the moment we saw the concept. And the launch campaign, “Go for Gold,” taps into the mindset horse owners. They love their horses and want to give them that little extra to help them go beyond.”
“Successful product launches and campaigns utilize a holistic approach,” adds Kick Creative Director, Stefan Hartung. “All the different aspects of this effort work hand-hand-hand. The product line naming, the headlines and visual execution are all in sync and tap into the consumers’ mindset.”
Triple Crown Perform Gold will be available to customers beginning in February, with Senior Gold and Balancer Gold launching in Spring 2020.
To learn more about the Triple Crown Gold line of products, visit www.triplecrowneed.com/gold.
About Triple Crown
Triple Crown Nutrition, Inc., headquartered in Wayzata, Minn., is a super-premium horse nutrition company that always goes beyond by delivering products with superior nutrition, guaranteeing more nutrients than any other feed on the market. TripleCrown is the official feed sponsor of the United States Equestrian Federation, the National Barrel Horse Association, United States Pony Clubs, Inc., and many of the top professional riders in the United States. Triple Crown Feeds are sold through feed dealers across the US. Learn more: www.triplecrownfeed.com/
About Kick
Kick is a Minneapolis-based brand strategy, branding and design agency, delivering badass ideas and innovative consumer experiences for forward-thinking brands from innovative startups, challenger brands and established Fortune 500 companies. Clients include Ansell, Becton Dickinson, Fruitables, Nutri-Vet, Kings Hawaiian and Oxbow Animal Health. Our expertise spans from brand strategy and branding to campaigns, packaging, websites and social media, with more than a little of everything in between. Learn more: http://ideasthatkick.com.
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