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

Mark Lane

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.

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...

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