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...