Temptations Cat Treats
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | June 200–June 2008 |
Start of Advertising/Communication Effort: | April, 2005 |
Base Period for Comparison: | Historical Trends |
a) Introduction
Temptations was a brand on the verge or greatness, but needed a new positioning to unleash its potential. Up until 2005, the brand had tried to motivate consumers with the rational benefits of the product and how cats would like the taste. To follow new trends, i.e. change to a nutrition strategy, would take a fundamental product reformulation, so Temptations instead evolved its strategy to appeal to the emotional drivers of cat owners....