Household and domestic: Pets and petcare

 

With the "Incredible Dogs" marketing campaign—a broad effort that included advertisements, an essay competition, and canine athletic events—Ralston Purina Company encourage ...

Tidy Cat was the established U.S. leader among cat-litter brands in the 1990s, but a new wave of product innovations claiming to enhance the odor-controlling properties of cat litter resulted in ...

Whiskas, a cat-food brand in Mars, Inc.'s Masterfoods USA division, was the world's leading cat food. Its sales performance and brand identity was inconsistent from nation to nation, h ...

This paper describes the long-running campaign for Felix cat food. By 'tapping into people's real relationships with their cats', and sticking to it, Felix came from nowhere in 1988 to rival Whiskas f ...

Since 1995, a consistent advertising campaign has propelled Bakers from an unknown brand to the second largest brand of dog food. Average growth has been 32% year-on-year, driving the growth of the dr ...

The first of our joint Grand Prix winners is a classic long-term success story. Using a single, consistent advertising campaign over a 10-year period, Bakers has risen from obscurity to become the UK’ ...

This campaign re-branded Pedigree dog food, which had lost distinctiveness and was failing to counter the health claims of dry dog food. A study among dog owners revealed that they really love their d ...

Whiskas needed some sleek brand communications to steer it back into growth mode. Its dry variant, Whiskas VitaBites, faced an onslaught of competitive launches, all backed by significant above-thelin ...

What does it take to own a market position? How does a brand do this while defending itself in a rapidly evolving marketplace? These were the questions facing Effem Inc. and Whiskas in early 2003. Thi ...

Up until 1998 Tidy Cat was a large but undifferentiated cat litter brand, vulnerable to attack from brands with a perceived performance advantage. Based on sales data and consumer insight Tidy Cat dec ...

When consumers suffer from nasal congestion, they buy products they trust, and Breathe Right nasal strips are not one of them. Since most consumers consider Breathe Right strips to be a gimmick for pr ...

In order to build a strong and loyal customer base, Cesar had to convince small dog owners, who are so into their dogs that they normally cook homemade meals for them, that Cesar was a luxury, gourmet ...

The study reports that the brand was under attack from an aggressive new entrant to the market. The creative strategy is described as repositioning the brand beyond animal health to household health. ...

As a Complete Dry Dog Food (CDDF) specialist, Edward Bakers Petfoods’ (EBP) strategy was to facilitate sector growth, stealing share from canned dog foods. Its long-term mission was to be the number o ...

The pet food aisle is a marketing battlefield where consumers had been conditioned to buy on price and palatability. Iams entry into grocery had to change the game and convince the pet loving populat ...

Updates a previous Award paper (1996) which describes how an original black and white TV campaign helped Felix to grow penetration to become the no. 2 catfood brand by 1995. The next task was to wrest ...

Whiskas needed to revitalise its brand across 14 European markets. The campaign has led to a turnaround of 5% points in business performance in sales for Europe.

Campaign in 1999 by Grey for new variety (Advance) of Mars' Pedigree dog food. Need to appeal to vets, breeders and pet trade as well as dog owners. Media: posters, press and TV. Campaign now in 22 co ...

Campaign in 1999 by M & C Saatchi for Pedigree Whiskas cat food. Brand had been making steady progress, but was now faced with a price war. New idea (make an ad that cats would enjoy) described. How r ...

A flea spray is not the sexiest of products to work with. However, Merial and McCann Erickson managed to turn the launch into a real winner, with advertising playing a very significant role. The cam ...

Bounce is Pedigree's economy dog food brand. The economy sector is characterised by price promotions and high consumer promiscuity. When the economy dog food shopper wanders down the 'aisle of dogs' i ...

1989-95 relaunch of Felix catfood, a minority brand in danger. Product reformulated and advertising budget for the first time. New personality based on 'what cats are really like' (BMP qualitative res ...

The power of advertising is not a function of the budget. This case study demonstrates that even a budget of $1260 can provide dramatic returns to a business. In a single year the initial outlay gen ...

In May1994, Frontline, an anti-parasite spray for cats and dogs was launched. The target was vets, their assistants and pet owners and the campaign consisted of leaflets and advertisements in the spec ...

1990-94 advertising for Arthur's, formerly Kattomeat, catfood. Market had been stable for some years, with Whiskas as brand leader; Kattomeat's branding had been poor, hence the name change. A third b ...

Global: The Media; Ecommerce MSN Unveils Changes in Advertising Report Microsoft’s internet search engine MSN has published a new report which concludes, not altogether surprisingly, that adverti ...

Relaunch of Choosy catfood, 1989. Strongly competitive market is described: the brand was under pressure in 1988, with increasing threat of trade delisting. Reformulation, repackaging and new varietie ...

Launch of a new brand of canned dog food, 1985-8. Marketing context explained. Need to demonstrate product superiority, to challenge the much higher spending Pedigree brands. Launch in 3 TV bursts, 19 ...