Mars: Catsan Magazine

MARS had to convince cat owners that its Catsan kitty litter was worth three times the price of other brands because it lasted three times longer and was simply better.

Mars: Catsan Magazine

OgilvyOne

ENTRY INFORMATION

Category: Retail/Direct SalesCountry where program ran: PortugalDate program started/ended: 10th March 2007

Product Description: Catsan is a Premium longer lasting cat litter

Advertiser/Client Name: MARSMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

Premium Cat litter is up to 3 times more expensive than regular litter. Consumers tend to buy whatever brand is cheapest.

Target audience: Consumer

Cat lovers. People who like pampering their pets and have concern for their health and hygiene.

Size of target audience: 50,000-999,999

Marketing strategy:

When compared to other litters, research...

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