Nestlé Purina PetCare Co.: Multiple Strength For Multiple Cats campaign

Mark Lane



OVERVIEW

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 market gains for competitors while leaving Tidy Cat without any defined product advantages beyond its low price. Aiming to position the brand for sustained dominance, a project that required changing consumers' perceptions about its odor-controlling power, owner Ralston Purina (which was acquired by Nestlé S.A. in 2001 and grouped with that company's pet-related product lines under the Nestlé Purina PetCare Company banner) decided to relaunch Tidy Cat as a litter specifically designed for households with multiple cats. This was partly accomplished through alterations in packaging and product variety as well as through a change in name from Tidy Cat to Tidy Cats. The company enlisted agency Berlin Cameron & Partners (later renamed Berlin Cameron/Red Cell and then Berlin Cameron United) to communicate the newly branded product's image in a campaign that was launched in July 1998.