How a Campaign With Claws Can Dominate Your Category Jungle

HOW A CAMPAIGN WITH CLAWS CAN CHALLENGE THE KING OF YOUR CATEGORY JUNGLE.

The NeedA Campaign To Drive AwarenessWorld’s Best Cat Litter™ is a premium brand that experienced increased distribution, brand awareness and sales year after year. The brand was looking to break through with a wider mass and grocery channel shopper, but remained an underdog to category giants offering lower quality products. The brand needed a disruptive but efficient campaign that validated its price-point and placed it firmly in the collective conscious of a national cat-owning audience.

Key Insights and Market Opportunity• In a space dominated by cheaper alternatives, it would be critical to meet demand for “total value” – the idea that consumers are willing to spend more if the quality is there. • In a category dominated by feature messaging, we would need to message the emotional benefits of odor control, easy cleanup and size—the most important pain-points identified by research. • With a limited budget compared to the big competitors, the brand would need a highly efficient media buy and a disruptive campaign.

The SolutionMicroArts crafted a solution that culminated in the following strategic recommendations:1. We created an “It’s Just Litter Until™…” message that heightens the importance of litter in messaging the drawbacks of not using a premium product like World’s Best Cat Litter™. 2. We used our Proven Creative® Principle of “sell on emotion” to introduce messaging positioning the brand as the solution to the three biggest purchase drivers for litter shoppers: long-lasting value, odor control and easy cleanup.

Think about your cat. Not the box.

LESS MESS. LESS LITTER.THAT’S CONCENTRATED POWER.

www.FindWorldsBest.com

IT’S JUST LITTER UNTIL ... Cleanup Is Always On Your Mind.


(That’s Concentrated Power.)

you try the only litter that delivers long-lasting performance with the concentrated power of corn.


USE LESS. GET MORE.

3. The campaign was centered on disruptive creative that used carefully crafted imagery to literally put cats on people’s mind. This imagery was paired with messaging that explained that only World’s Best Cat Litter™ allows people to keep their cat on their mind versus the litter box.

Launched through print, digital and experiential mediums, the “It’s Just Litter Until™…” campaign is raising expectations of cat litter with an emotional brand push that is turning heads and growing brand awareness for the nation’s top-selling natural litter brand.

STRATEGYTHAT DEFINES

YOUR DIFFERENCE

CREATIVETHAT DISRUPTS

YOUR CATEGORY

CAMPAIGNSTHAT DRIVEAWARENESS

WWW.MICROARTS.COMPROVEN CREATIVE®

How a Campaign With Claws Can Dominate Your Category Jungle

Marketing