Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
Meow Mix had an opportunity to improve salience and distinctiveness in the highly competitive cat food category. The team set out to make the brand famous again. The journey began with foundational positioning research, which included foresights work, several rounds of qualitative research, cross-functional workshops, and quantitative testing. The research uncovered the consumer insight that cat parents revel in their cat's unique preferences, including food. It also identified that the brand's iconic jingle and tagline were powerful brand codes. These key findings inspired the creative idea from...